Patio and Hearth Products Report September/October 2014 by Peninsula Media

MALLIN CASUAL

VERMONT CASTINGS GROUP

O N WA R D M A N U FA C T U R I N G

www.patioandhearthproductsreport.com

CAL FLAME

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CONTENTS

S E P T E M B E R /O CTO B E R 2 0 1 4 Vo l u m e 9 , N u m b e r 5

FEATURES 8

PRODUCT SPOTLIGHT – ULTIMATE OUTDOOR KITCHENS By Greg Thompson The outdoor kitchen continues to evolve as homeowners take backyard cooking and dining to new levels.

MARKETING MANEUVERS – FIVE GENERATIONS STRONG By Kimberly Rodgers The Patio Shop’s long history as a familyrun business has turned it into a permanent retail fixture with staying power.

HEARTH RETAILER PROFILE – CLEAN AND EFFICIENT

OUTDOOR GRILLING – HOT OFF THE GRILL

SHOWROOM SHOWCASE – ONLINE SUCCESS

AS I SEE IT – LET THE SUN SHINE By Sharon Sanders Treasure Garden provides a preview of its latest products, as well as a glimpse of current shade-industry trends.

MY TURN – SIZZLING SEE-THROUGHS

Patio & Hearth Products Report September/October 2014

PRODUCT INNOVATION – ALL IN THE FAMILY By Cheryl Dangel Bartolini Three generations have teamed up at Kozy Heat to offer innovative hearth products and superior customer service.

INSIGHT — THE GREATER OUTDOORS By Cherise Forno Surya expands it outdoor-accessory line as customers look for fresh ways to outfit their backyards.

By Sharon Sanders A Web-commerce effort complements a Louisiana brick-and-mortar retail business.

By Kimberly Rodgers Supreme Fireplace’s see-through fireplaces and stoves are proving profitable for hearth retailers.

By Cheryl Dangel Bartolini Cooking contests and demos at The Hearth & Grill Shop attract customers and bring in continued business long afterward.

ON THE COVER | CAL FLAME; WWW.CALFLAMEBBQ.COM

INSIGHT – THE PELLET PIONEER By Cherise Forno Celebrating 35 years in business, the Harman brand continues to wow the industry with innovative hearth products.

By Sharon Sanders A key to this retailer’s success is its eclectic array of energy-saving products.

CORPORATE PROFILE – SUSTAINING SUCCESS By Jesse Burkhart Jensen Leisure Furniture’s commitment to using Forest Stewardship Council–certified wood appeals to many customers in the outdoor-furniture market.

GUEST EDITORIAL – PIZZA ON THE PATIO By Karen Adler and Judith Fertig Two highly acclaimed cookbook authors share tips on how to grill mouthwatering pizza that will delight family and friends.

LAST WORD — BRING ON THE CHILL By Greg Thompson Selkirk hopes another cold winter will strengthen venting-product sales.

IN EVERY ISSUE 6

PUBLISHER’S VIEWPOINT — YELP

INDUSTRY NEWS

CASUAL MARKET ROUNDUP

WHAT’S NEW: 6 HOT PRODUCTS TO SELL NOW

PRODUCT PROFILES

PRODUCT PROFILES DIRECTORY

AD INDEX Follow us on Twitter: @patiohearth www.Facebook.com/PatioHearthProductsReport

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PUBLISHER’S VIEWPOINT

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ord-of-mouth advertising can either help or hurt your business. With the advent and growth of social media, word-of-mouth advertising is now much more than two neighbors talking across a shared fence in their backyards. With social-media services such as Yelp, business reviews not only are readily at hand via smartphone, but the number of reviews takes traditional word-of-mouth advertising to the 10th power. As of 2014, Yelp had 132 million monthly visitors and 57 million reviews. For specialty retailers, reviews from traditional word-of-mouth advertising and social media can focus on location, price, the quality (or lack thereof ) of products or services, and customer service. More often than not, positive or negative reviews based on customer service are found toward the top of the list. There is disagreement over whether customer service has gotten worse over the past few years or whether, instead, shopper’s expectations are too high and unrealistic. Regardless, a negative customer-service review can keep consumers from stepping into your store, while a positive customer-service review will drive and increase store traffic. ATTITUDE IS EVERYTHING If you haven’t already seen it, be sure to check out Lauren Mickler’s September 19 postgame interview with high-school running back Apollos Hester of the Georgetown, Texas, East View Patriots on “High School Blitz” (http://bit.ly/1DsV4r2). Even though he isn’t old enough to vote, Hester has already figured out the importance of having a good, positive, nevergive-up attitude. Working with your employees to ensure that they have (and maintain) top-level customerservice attitudes is paramount in the success of specialty retailers. That’s not just true of your sales force, either. A rude, inconsiderate designer or delivery person can negate—very quickly—

all the goodwill that a professional, customeroriented salesperson has diligently developed with a customer. Three things that every employee should be doing seem so simple, but are rapidly going by the wayside: establishing eye contact, saying please, and saying thank you. These start at the top, too. As a business owner, do you take the time to talk with your employees in an unrushed way and to engage them in a sincere manner? When asking something of your employees, whether you’re speaking or using an email or text message, do you say please and thank you? It’s a lot easier to get your employees to incorporate sound customer-service skills when they are being treated, by their supervisors and managers, in the way that they are expected to treat customers. FIELD TRIP While it’s certainly important to work with and train your employees to use sound customerservice skills, sometimes it’s easier for people to digest what you’re saying when they see it in action. Take a field trip with your employees. Identify a business—any business, regardless of size or industry—in your local area that exemplifies superior customer service. Go there to be a secret shopper. Take no more than two employees at a time. Visit the store or business as if you were a potential customer. Be considerate. Don’t take up too much of the time of the salesperson you interact with, but give the experiment enough time for your employees to see what good customer service looks, sounds, and feels like.

Patio & Hearth Products Report September/October 2014

It’s one thing to read about it in a book, to watch a video, or to listen to a speaker. It really illuminates what you’re trying to accomplish with your customer-service program, though, when your employees see what exemplary customer service is all about—firsthand. THE GOOD, THE BAD, AND THE UGLY When it comes to social-media reviews, be sure to share the good, the bad, and the ugly with your employees. While some social-media reviews need to be taken with a grain of salt, many reviews provide you and your employees with an insightful report card on how customers view your business. Many manufacturers post, in their manufacturing areas, a count of days without an accident or injury. In the same way, chart and track your social-media reviews and share them with your employees. You can learn a lot from what customers are saying about your business. Just as football coaches watch game footage to help them improve players’ skills, you can make the necessary adjustments to improve your employees’ customer-service skills (which will contribute, in turn, to an increase in sales). There’s an old saying that people do business with people they know, like, and trust. Elevate customer-service skills in your business, and watch your business grow. Tony Ramos tramos@peninsula-media.com

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PUBLISHER

GUEST EDITORIAL

Tony Ramos tramos@peninsula-media.com

PIZZA ON THE PATIO by KAREN ADLER AND JUDITH FERTIG

EDITOR Carol Daus cdauswrite@socal.rr.com

ART DIRECTOR

Autumn ushers in a cooler breeze throughout the country—and for many, it means mild-weather grilling and smoking during the most delightful season of the year. When the weather is cooler, what better time to crank up the heat on your grill and make some delicious flame-licked pizza? When you go to your neighborhood pizzeria, you expect toasty bruschetta, panini, sandwiches, pizza, and flatbreads that are bubbly and browned on the edges. Now, you can achieve the same results in your outdoor grill or pizza oven—and for bar-

Top: Karen Adler (left) and Judith Fertig Bottom: Patio Pizzeria: Artisan Pizza &

Flatbreads on the Grill is the latest cookbook by Karen Adler and Judith Fertig

becue retailers, this fast-growing segment of the grill industry includes not only grills and pizza ovens, but all the accoutrements that go with them. Take a grill on a patio, and you’ve got a pizzeria in the making. In our new cookbook, Patio Pizzeria: Artisan Pizza & Flatbreads on the Grill, we go beyond pizza and include everything that a pizzeria might offer (and you never have to wander

beyond your backyard patio). We include the very easiest things you can grill, such as bread (for bruschetta, grilled sandwiches, or panini) and even grilled breadsticks— recipes that beginners can easily master—and then go to the next step of handling pizza dough and grilling flatbread directly on the grill grates. Next come focaccia and grilling calzone and other pocket breads. Being mindful of consumers who have grills that only get as hot as 400 to 500 degrees, we have a chapter with dough and techniques that work best at those temperatures. For consumers who have pizza ovens or grills that reach 700 degrees and more, we use a dough made with double-zero flour; it can be rolled out thinly, and it makes that wonderful pizza with cornicione (outer edges) that have the charred blisters that you get on the crust of brickoven–style pizza. From wood-fired pizza ovens to propane-fueled grills and pizza ovens to pizza converters for charcoal grills, choices abound for the consumer today. The price range is fantastic, too. There are pizza-oven converters, for a little over $100 retail, for kettleshaped charcoal grills; propane-fueled

Patio & Hearth Products Report September/October 2014

pizza ovens for as little as $300; and attractive, stainlesssteel freestanding models at prices that approach $1,000. Of course, there are also Tuscan-style built-in grills— wood burning and propane fueled—for backyard cooks who enjoy entertaining in their outdoor kitchens. Customers need pizza stones for the grill and can purchase them in a wide variety of materials and styles. Round, flat cast-iron skillets are popular, too. Pizza peels for the grill are usually long-handled paddles made of wood or metal. We like the thin metal peels because their size works best with pizza-oven inserts and pizza ovens. When you’re shoveling a pizza into an opening the size of a mail slot—or taking one out—size matters. Stores can offer many other pizza-related items, such as checked tablecloths, towels, and napkins; shakers for Parmesan cheese and red-pepper flakes; pizza sauce; and even jars of marinated artichokes and capers. Once customers have all the equipment that they need, it’s easy for them to throw pizza parties. Using a buffet table (with ingredients and individual rounds of dough) encourages everyone—whether vegan, vegetarian, pescetarian, or meat loving—to customize his or her own pizza. Pizza is the great equalizer—and it’s fun.

Cassandra Estes cassestes1968@gmail.com

ASSOCIATE EDITOR Kris Kyes kris@peninsula-media.com

STAFF WRITERS Cheryl Dangel Bartolini Jesse Burkhart Cherise Forno Kimberly Rodgers Sharon Sanders Greg Thompson SOCIAL MEDIA EDITOR Greg Thompson CIRCULATION DIRECTOR Alyssa Sands BUSINESS MANAGER Susan Razetto CEO & PRESIDENT Tony Ramos

Corporate Office Peninsula Media 21250 Hawthorne Blvd., Suite 700 Torrance, CA 90503 (310) 792-7448 Fax (310) 792-7449 www.patioandhearthproductsreport.com

Tony Ramos Peninsula Media 21250 Hawthorne Blvd., Suite 700 Torrance, CA 90503 (310) 792-7448

Karen Adler and Judith Fertig, also known as the BBQ Queens, have written 14 books on the subject of outdoor cooking,

(310) 792-7449/Fax (310) 968-3962/Cell tramos@peninsula-media.com

including Patio Pizzeria: Artisan Pizza &

Flatbreads on the Grill (Running Press,

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2014) and The Gardener & The Grill: The

Patio & Hearth Products Report

Bounty of the Garden Meets the Sizzle of

PO Box 2190

the Grill (Running Press, 2012). They both

Skokie, IL 60076-7890

have coveted Ph.B. degrees (doctorates in

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barbecue philosophy) from the Kansas

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City Barbeque Society’s Greasehouse

Email: patioandhearth@halldata.com

University. They can be reached through their website at www.thebbqqueens.com.

Phone: (847) 763-9261

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INDUSTRY NEWS Sunbrella Fabrics Revitalize the Beach House Sunbrella® has launched The Beach House, Part III of Perspective New England, which follows the makeover of a Narragansett, Rhode Island, beach house—from faded to fabulous—in a series of seven online episodes. The story follows interior designer Kate Jackson of Kate Jackson Design as she breathes new life into the beach house through a sophisticated and kid-friendly coastal-chic design. Gina Wicker, design and creative director for Sunbrella fabrics, says, “The Beach House episodes feature a series of design challenges that will resonate with families everywhere, whether or not you live on the New England coast. For this makeover, we looked to interior designer Kate Jackson to bring the beach house to life through her unique style, her fabric and color-palette choices, and her careful consideration of the family’s needs.” Jackson, a native of Rhode Island and a working mother of three, understands intimately the challenges facing the owners of the beach house: Greg and Stacie Hall balance bringing up two active daughters and two dogs with running two small businesses. “It’s not enough for a home to be just beautiful; it has to stand up to our active families and the busyness and messiness of our everyday lives,” Jackson says. “It was so much fun to work exclusively with Sunbrella fabric

The lounging deck of the beach house features chaises with Sunbrella® fabric

for this project because it combines the style and beauty that consumers want with the high performance that families need.” With a solutions-oriented approach to design, Jackson tackles fading in the living room and dining room; an open floor plan in need of a smarter furniture arrangement; a large, beachfront backyard in need of defined spaces for dining and relaxing; and a new design for the girls’ bedroom/play area that

HOMECREST SELECTS 2013–2014 REPRESENTATIVE OF THE YEAR Homecrest Outdoor Living named David Beil as its sales representative of the year during the company’s national sales meeting, held during the ICFA Preview Show™ in Chicago, Illinois. Beil has been with Homecrest as its sales representative (covering Arkansas, Kansas, Missouri, Nebraska, Oklahoma, and Southern Illinois) for more than 32 years. From left: Tim Dejong, David Beil, and Michael According to Michael Mettendorff, Homecrest’s Mettendorf vice president of global sales, Beil‘s across-the-board sales performance this season and his consistent salestraining contribution, professionalism, and overall excellence and service to the company during multiple years set an incredibly high standard. “His easy and gentlemanlike manner and valued service to the specialty- and furniture-dealer base reflect the dedication of Homecrest’s entire sales force and really set the pinnacle of providing our customers the highest level of service,” Mettendorff says. He continues, “It was certainly not an easy decision for our team to choose from a highly talented, committed, and passionate group of sales representatives, all of whom have greatly contributed to Homecrest’s resurging success in the casual-furniture industry. This year, we are extremely pleased to select David to set the pace, in terms of professional example, enthusiasm, credibility, and service, going into the future.”

Patio & Hearth Products Report September/October 2014

reflects their personalities and can grow with them into their tween years. “Sunbrella fabrics are really the perfect solution for the modern family home, and I think Kate was able to show us that in her design of the beach house,” Wicker says. “From the sheer window treatments and retractable awnings that let in just the right amount of light to the furniture upholstered in stain-resistant Sunbrella fabrics, Kate has created a design that is sophisticated, kid friendly, and livable.” Additional online content includes blogs and short videos on tough interior-design challenges, including Jackson’s advice on hanging draperies in relation to transom windows and on arranging furniture for different occasions. The series also will educate consumers on Sunbrella fabrics available at the retail level and how to gain access to additional Sunbrella resources by working with interior designers. Perspective New England is a three-part design journey exploring the versatility of Sunbrella fabrics for every aspect of your life—at home, on the water, and on an adventure. All three parts of Perspective New England—The Rhode Yacht, The Real Yacht, and The Beach House—can be viewed online by visiting www.sunbrella.com/perspectiveNE.

European Home Launches Element4 240 Gas-fireplace Series

Modore 240 by Element4

European Home, a Massachusetts fireplace manufacturer and importer, has introduced the Element4 240 series of gas fireplaces. Comprising two models, the Modore 240 and the Tenore 240, the 240 series features a 95–inch-wide single piece of ceramic glass and one flue. The 240 series is the only fireplace line of this size on the market that uses a single, seamless piece of glass and does not require a power vent. The width of the Element4 240 series is significant.

Until now, gas fireplaces more than 7 feet wide had to be custom made if the consumer wanted to incorporate one sheet of glass (versus two). The Element4 240 series, measuring 7 feet 9 inches, gives architects and homeowners the aesthetics they’re seeking at a considerably lower price than that of custom designs. In addition, the Element4 240 series simplifies installation, as only a single flue is needed (some fireplace designs require two flues). The 240 series also eliminates the need for a power venting system, which can add significantly to installation costs. Holly Markham, president of European Home, says, “The Element4 240 series draws influence from a minimalist aesthetic tradition. [The fireplaces’] dramatic linear proportions give them an unmistakable contemporary European feel; their clean lines and impressive size definitely set them apart from other gas fireplaces.”

Phifer’s Multitasking Phifertex Fabrics Recreate the Look of Upholstered Furniture As more consumers want to bring touches of interior decor to their outdoor spaces, the demand for strong, durable outdoor furniture that boasts indoor style has also increased. Sleek, sturdy, and multifunctional, Phifer’s Phifertex® outdoor fabrics can be used to create a unique outdoor-seating collection, complete with the look of upholstered indoor furniture. Phifertex sling fabrics are the ideal fabric choice for wrapped furniture, which uses a new method in which fabric is wrapped around the frames of outdoor furniture. The result is contemporary furniture with added texture and the comfort desired in an outdoor-furniture setting. Phifertex Fabrics are a timeless option for outdoor seating, combining clean lines and a stylish look with comfort and high performance. Quick-drying, mois-

A chair and ottoman featuring Phifer’s Phifertex outdoor fabric

ture-wicking Phifertex is woven to endure extreme weather conditions and is fade resistant. These fabrics are also naturally stain resistant and easy to clean, even with bleach. As a high-performance PVC fabric, Phifertex is also infused with Microban® antimicrobial product protection to inhibit the growth of staincausing bacteria, mold, and mildew.

Phifer Partners With World Vision Phifer Inc., leading global manufacturer of energy-saving sun-control fabrics, insect screen, drawn wire, engineered meshes, and indoor/outdoor performance furniture fabrics, continues its partnership with World Vision, a global humanitarian organization dedicated to working with children, families, and communities in need. Phifer has donated a signif-

Children paint on fabric canvas donated by Phifer for a school art project

icant amount of fabric to the World Vision organization during its 10-year partnership. World Vision distributes the fabric throughout the world, providing immediate and long-term aid. Gregg Terry, Phifer’s director of sales development, says, “Phifer was founded in 1952 on the core values of giving back and helping others, and our donations are in keeping with the company’s commitment and beliefs since the beginning. We are thrilled to be able to help children and families through the donations to World Vision.” Phifer fabric has been used in numerous applications, from sleeping cots and hammocks to dividing walls in family homes. Additional applications include the fabric’s use as canvas for schoolchildren’s art activities and on windows for insect and sun protection. Mary Garcia, corporate-engagement director with World Vision, says, “Phifer fabric is one of those rare, unique products that enhances many aspects of World Vision’s work worldwide. Its adaptability and resilience present a multitude of uses, and our field staff is uncovering new applications every year. We sincerely thank Phifer for its ongoing partnership.”

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September/October 2014 Patio & Hearth Products Report

INDUSTRYNEWS Danver Names Philip Zaleon As New Marketing Director To orchestrate its multichannel marketing initiatives, Danver Stainless Outdoor Kitchens, the nation’s leading provider Philip D. Zaleon of stainless-steel cabinetry, cooking appliances, and lifestyle products for outdoor living, has appointed seasoned industry professional and published marketing expert Philip D. Zaleon as its new marketing director. With more than 30 years of experience in both the indoor and outdoor-living sectors, Zaleon brings award-winning insight and strategic planning to Danver as the company continues impressive growth in a recovering housing market with demand for outdoor-living amenities. Mitch Slater, president of Danver, says, “I recruited Phil for the marketing director position because of his vast experience in the home-products industry—a critical component we felt was needed, in addition to world-class knowledge of modern mar-

keting execution. He brings incomparable knowledge and industry insights we can quickly leverage with minimal lag time.” Prior to joining Danver, Zaleon founded and served as president of Z Promotion & Design Inc. (Chapel Hill, North Carolina), an integrated marketing, advertising, and creative agency catering specifically to the home-products industry. He is also an international award-winning designer and producer who spent more than 12 years in the television industry, including stints with CNN and as a graphic designer, producer, director, animator, and marketing director at top-30 television local-market affiliates.

U.S. Patent Granted to Bernard Dalsin Manufacturing Bernard Dalsin Manufacturing (BDM) was granted U.S. patent number 8,734,209 on May 27, 2014, in connection with its Pro-Form direct-vent insert termination cap. The cap has been patent pending since February 27, 2006, and has since been sold through OEM, specialty hearth retail, and chimney-sweep sales channels. The cap was designed to have a more traditional appearance atop a masonry chimney while incorporating performance features such as wind- and water-

diffusion capabilities (solving problems common to traditional termination caps). The patent includes 23 claims concerning various features and aspects of the invention. Visit the U.S. Patent and Trademark Office’s website (www.uspto.gov) to view the patent in its entirety. For more information about the Pro-Form directvent system, call BDM at (800) 729-9505 or visit www.dalsinmfg.com.

Hearth & Home Technologies Announces Proactive Recall of Selected Gas Valves

Hearth & Home Technologies® has initiated a proactive recall of certain gas valves in recently manufactured gas-fireplace products from the brands Heat & Glo®, Heatilator®, Quadra-Fire®, and Outdoor Lifestyles®. A potential defect in the screws used in the valves of selected products manufactured between May 1 and June 19, 2014, was identified (through the company’s internal quality-testing processes) at one of its manufacturing facilities. No incidents of product failure related to these valves have been reported, but Hearth & Home Technologies is issuing this recall notice to reinforce its commitment to consumer safety and is requiring all

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Patio & Hearth Products Report September/October 2014

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Casual Living

DESIGN MADE EASY WITH THE OUTDOOR ROOM PLANNER Gensun Casual Living’s new outdoor room planner makes it easy to design your perfect space – whether it’s used for family gatherings, time spent with friends, or simply relaxing at the end of a long work day. When you use our online room planner, you’ll be able to arrange any of our outdoor furniture – from the comfort of your chair. Add an outdoor kitchen or a fire pit. Then get a preview of your new oasis. Go to gensuncasual.com to see the endless possibilities, and bring your outdoor room to life.

GENSUN CASUAL LIVING CHICAGO SHOWROOM – MERCHANDISE MART, SUITE 1667, CHICAGO, IL 60654 GENSUN CASUAL LIVING ONTARIO SHOWROOM – 1219 E. LOCUST STREET, ONTARIO, CA 91761 TOLL-FREE: 866-964-4468 VISIT US ONLINE AT: WWW.GENSUNCASUAL.COM Circle Reader Service No. 13

INDUSTRYNEWS TREASURE GARDEN INTRODUCES INTERACTIVE VIRTUAL TOURS OF SHOWROOMS In an effort to provide customers and potential customers with an online interactive market experience, as well as an up-close preview of new introductions, Treasure Garden is introducing virtual tours of its showrooms in Chicago, Illinois, and High Point, North Carolina. Through the latest in digital technology, the virtual tours (designed to capture 360-degree views of the showA virtual tour of Treasure Garden’s Chicago rooms) will be accessible via computer and mobile platforms. showroom The virtual tours are produced through the use of Google Business View and include professional panoramic photography. The introduction of the tours on Treasure Garden’s website (www.treasuregarden.com) and social sites is expected soon. Unrestricted access to the tours will be available on the About Us page of the Treasure Garden website. Jeff B. Dorough, vice president of sales and marketing for Treasure Garden, says, “Our marketing team is committed to providing our customers with the latest marketing tools for sales assistance, as well as enhancement of their access to our products and features on display during each market.” From the convenience of their own desktops, he adds, customers can use this interactive capability to gain access to the company’s product lines and its creative showroom displays.

TREASURE GARDEN EXPANDS ITS AKZ CANTILEVER UMBRELLA COLLECTION The AKZ cantilever umbrella collection from Treasure Garden will expand for 2015 with the addition of two new sizes and a new, contemporary platinum finish. An 11.5-foot square size and a 10x13foot rectangular size will join the current AKZ cantilever program, The AKZ cantilever umbrella from Treasure Garden which includes the best-selling 13-foot octagon and the 11-foot octagon and 10-foot square sizes. Jeff B. Dorough, vice president of sales and marketing for Treasure Garden, says, “The new sizes are in response to the tremendous demand, across the outdoor-living segment, for more large shade options for outdoor design. The ability to provide shade and protection from a single point to an entire area or furniture setting is a top consumer request we are hearing from our retailers everywhere.” Each umbrella can shade any seating, dining, lounging, or outdoor-gathering space with a full 360-degree rotation from a single installation point, made possible with a foot-pedal control. Further protection from the sun is created by the umbrella’s 18-, 36-, and 54-degree left or right locking tilts. The mast on each unit can retract into a compact space when not in use. An adapter is built into the umbrellas to accommodate the Vega L light, sold separately.

TREASURE GARDEN ANNOUNCES NEW, EXPANDED FABRIC COLLECTIONS For 2015, the selection of trendsetting and durable canopy fabrics offered by Treasure Garden will expand by a full 20% to include the latest in colors, designs, and textures from leading outdoor-textile brands Sunbrella®, Outdura®, Bella-Dura®, Sunbury®, and O’bravia®. New solutiondyed–acrylic designs from the Spanish brand Docril® also will debut. An expanded swatch book highlighting the new fabrics was unveiled during the 2014 Chicago International Casual Furniture & Accessories Market™. Jeff B. Dorough, vice president of sales and marketing for Treasure Garden, says, “The current color trends have always held an important position in the overall design of our products. Our ability to provide our dealers New Sunbrella® iris fabric on a 10-foot with a wealth of options, including the latest colors and designs, is a key ele- Shanghai collar-tilt umbrella ment of our Treasure Garden program.” Numerous bold colors, stripes, and textured weaves will be among the introductions, which include the new peacock, sable, and raven from Bella-Dura’s eco-friendly Cha Cha collection. New jacquard designs from Docril will include Vine licorice, Latte vanilla, and Latte macchiato.

units manufactured within the isolated date range to be inspected individually for valve compliance and, if necessary, valve replacement. Hearth & Home Technologies has communicated directly with trade customers and retail dealers on this issue and is working with them to ensure that all units manufactured within the isolated date range are individually inspected. Robert Ballard, senior vice president of marketing at Hearth & Home Technologies, says, “The safety and peace of mind of our customers is our top priority. Our team will continue to work with our partners to ensure that any necessary replacements are handled efficiently and effectively.” More information about this issue can be found at www.hearthnhome.com/notices.

Poly-Wood Names Megan Pierson Director of Sales and Marketing Poly-Wood Inc. (Syracuse, Indiana) has appointed Megan Pierson as the new director of sales and marketing for the designer and manufacturer of high-performance, eco-friendly casual outdoor furniture. Previously having held the position of administrative director for Poly-Wood, Pierson now

Megan Pierson

will direct the company’s sales team, including in-house staff and independent representatives. Prior to joining Poly-Wood, Pierson owned a successful business that she had founded at age 23. The competitive spirit and desire to succeed displayed throughout her professional life were instrumental in her consideration for the new position. Doug Rassi, president of Poly-Wood, says, “Megan’s years of experience, not only within Poly-Wood, but as the owner of her own company, have created an opportunity for her to take an even greater position within our leadership team. continued on page 89

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SPOTLIGHT

ULTIMATE OUTDOOR KITCHENS Making outdoor kitchens special requires the same attention to detail needed for indoor kitchens. by GREG THOMPSON

If you use outdoor kitchen as a search term in Wikipedia, you won’t find an entry. The omission is likely to be corrected in the near future, but for now, the term circulates mostly in the patio/hearth sector—where customers are embracing the concept.

needed to mount a legal defense against every other company using the phrase, he decided, could be spent in better ways. With the outdoor-kitchen concept flourishing throughout the country, Spangrud eventually changed his company name from Outdoor Kitchens to Galaxy

Bruce Spangrud, founder of Galaxy Outdoor (Las Vegas, Nevada), was early to realize the term’s potential, and he even trademarked the phrase. When countless other companies started calling their offerings outdoor kitchens, however, Spangrud gave up defending his exclusive right to use the term. He still owns the trademark, he explains, but it was impossible to retain control of it, in practical terms. The time and money

Patio & Hearth Products Report September/October 2014

Outdoor. To differentiate the company from a growing list of competitors, designers at Galaxy Outdoor sought to address the custom market through a patented joining system that easily puts together made-toorder sections. Brandon Fowler, marketing director for Galaxy Outdoor, adds,

“We also have our large Kamado Rocket GXKLG. The Kamado Rocket is designed to outperform any other type of smoker/grill on the planet. It is 100% handmade, to the highest standards of quality, in the United States.” Whether they are kamado cookers or more traditional grills, cooking elements tend to form the centerpieces of outdoor kitchens. Summerset Professional Grills (Costa Mesa, California), for example, has a full selection of barbecue islands and firepits/tables, but it recently bolstered its grill offerings with the new TRLD-32. Jeff Straubel, marketing director for Summerset Professional Grills,

1. RH Peterson’s Fire Magic DC790 island, with the Fire Magic E790I grill

2. The TRLD-32 grill from Summerset Professional Grills

describes the TRLD-32 as a medium/high-end grill for drop-in or cart use. “It is fully featured, with cast burners, LED front-panel lights, and interior lights,” he says. “It is a heavy-duty (but affordable) grill, at $2,799.” If retailers don’t move with the market’s changes and trends, Straubel is convinced, they will miss the new economy—and a golden opportunity. “We see a tremendous upswing in sales in backyard environments,” he says. “It is mostly in islands and firepits, and it is the best market we have seen in seven years.”

Fortunately for retailers, certain customers are willing to pay a bit more, in today’s outdoor-kitchen market. For the foodie subcul6 ture, it comes down to taste, and various bells and whistles are increasingly being viewed as essential to the quest for a great steak. Napoleon Grills (Barrie, Ontario) is banking on the outdoor-kitchen trend with its Prestige Pro 665

and Prestige Pro 825 grills, introduced in May 2014. “Both are available with carts, but for the outdoor kitchen, both are available as built-in models,” according to Dave Coulson, corporate marketing manager for Napoleon Grills. “Dealers can’t keep them on the floor. They’ve got built-in halogen lights. The whole knob lights up, so it’s easier to tell where your temperature setting is. The stainless-steel cooking grids are all 9.5 millimeters thick, so it’s an extraheavy-duty model.” Foodies are sure to love a built-in smoker tray (on both models), with a dedicated burner below it that makes a smoker tube unnecessary. “You pull

3. The Prestige Pro 665 grill from Napoleon Grills 4. Gensun Casual Living’s 38x56-inch gas firepit, with the Paradise top 5. Galaxy Outdoor’s Kamado Rocket GXKLG 6. The Twin Eagles 42-inch grill, with a built-in side burner

7. The ODK-LA fire table and the Brahma Elite grill from Bull

September/October 2014 Patio & Hearth Products Report

SPOTLIGHT

out a tray, put your wood chips in, and put it back in the grill,” Coulson explains. “It just looks like another knob. Turn your burner on, and you have a smoker accessory built into the grill.” BEYOND THE SIZZLE Along with the pleasant aroma wafting from a high-end grill, few things are better than a gorgeous firepit where friends can shoot the breeze. Customers who buy the sizzle are prime candidates to go one step further and purchase the firepit. Firepits, whether freestanding or built into kitchen islands, often go hand-inhand with comprehensive outdoorremodeling efforts. Jan Trinkley, mar-

keting director at Gensun Casual Living (Rancho Cucamonga, California) has introduced no fewer than 20 new outdoor firepits in casual, dining, and balcony heights, bringing the company’s total offering to 29 models. “Outdoor fire is still extremely hot,” Trinkley says. “In outdoor kitchens, Gensun Casual Living introduced universal appliance cabinets, an umbrella cabinet that can be installed anywhere, a firepit that accommodates six balcony chairs, and various other outdoorkitchen components.” Trinkley acknowledges that accept-

Patio & Hearth Products Report September/October 2014

ance of new ideas takes time, but he agrees with his competitors and colleagues that now is the time to capitalize on opportunity. “Dealers like to see how things do, or they need to think about the opportunity and what it can do in their markets,” he says, “and then some new ideas or designs are wow items, and you know they will sell. Our new Regal tables and firepits are in this wow category.” Giving dealers and consumers the products that they need for full outfitting of the outdoor kitchens that suit their entertaining styles is a mantra at Twin Eagles (Cerritos, California). Brian Eskew, head of marketing for Twin Eagles, says, “While that means improvements to the grill, it also means continuous improvement and innovation in the

accessories—the elements that round out that outdoor kitchen. One of the ongoing trends that we’ve seen, for the past several years, is that consumers are trending toward buying larger grills.” In that arena, the Twin Eagles 36and 42-inch grills have been best sellers—a fact that Eskew attributes to their three-burner setup. “If they’re

1. A built-in kitchen from DCS by Fisher & Paykel 2. The Napoleon Grills Prestige Pro 825 grill 3. A Summerset Professional Grills custom island

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SPOTLIGHT 1. The Cal Flame LBK-710 outdoor-kitchen island 2. The Pacifica from Outdoor Entertainment Designs 3. Key West style stainless doors, with a sea foam metallic insert, from Danver 4. A custom Exterus island, built for a drop-in gas grill and accessories (with a smoker)

moving to a built-in product, many folks are interested in three burners,” he says. “Not only do they get the work space for cooking, but it gives them more flexibility. The way we’ve designed our grills, you are actually able to achieve distinctly different temperatures over each of those three burners.” Additional dry-storage options have been very successful for Twin Eagles, with products buoyed by different door and drawer configurations for the outdoor kitchen. “We recently introduced drystorage units that are sealed and completely enclosed,” Eskew says. This prevents rainwater, insects, and dust from entering them, he adds, “so things that you want to keep in your outdoor 20

kitchen all the time—plates, cups, and utensils— all stay clean and dry.” CHANGE FOR THE BETTER Frank G. Mello, vice president of sales and marketing for Bull Outdoor Products Inc. (Rialto, California), views the outdoor-kitchen segment as a “trend that is not going away and is only building,” he says. With the outdoor-kitchen concept “deeply rooted in U.S. culture and here to stay,” he adds, Mello refuses to rest on his laurels—instead, choosing to improve, evolve, and create new products. “We just introduced a new power burner in LP and natural-gas models,” Mello says. “We have

Patio & Hearth Products Report September/October 2014

redesigned our 24-inch grill to bring in more cooking power and new welded stainless-steel bar burners. This year, we also introduced two components to be used with the larger grills: a 38-inch double door and a 38-inch door–drawer combo.” Mello continues, “We initiated a new program, designed for our loyal brick-and-mortar dealers, that will include exclusive outdoor-kitchen designs and exclusive grills and components. These are all built to include Bull’s best and most innovative features and technology, providing an edge for dealers who have worked the hardest to build our brand. Overall, outdoor-kitchen sales have grown dramatically throughout the recession. Now that the recession is over, I expect the business to continue exponentially.” Much of that business will be in the booming island and accessory sectors; for example, RH Peterson Company (City of Industry, California) is working with its new American Fyre Designs group to create a “real custom-built look that comes in two sizes (DC790 and DC430), made from glassfiber–reinforced concrete, with a handsome polished top,” Bob (Dish) Dischner, senior vice president of marketing, reports. Dischner says that the islands ship knocked down, for easy transport to the backyard, and are bolted together, on the site, to make assembly simple. “Showcased in each island are a Fire Magic grill, storage doors, a refrigerator, and (on the larger unit) a double side burner,” he adds. “Our Fire Magic Echelon built-in power burner—with castbrass burners and a choice of cooking grids—is our largest, most powerful side cooker, offering a range of 30,000 to 60,000 Btu. It’s perfect for wok cooking, for pots of chili, or for frying a turkey. Our Fire Magic built-in refrigerators and ice makers are also must-have features for complete outdoor kitchens.” Demand is high, but Dischner advises dealers that demand is not enough, if products are displayed poorly—or not at all. “Savvy retailers know that to close sales, you need to display the products, and this is especially true for outdoor kitchens (where the total price of accessories and other built-in products can really add up),” Dischner says. “Our Fire Magic offering brings the entire kitchen outdoors, with paper-towel holders, trash containers, bar caddies, sinks, and more to complement the grill. When potential buyers see how attractive and convenient these are, it can really make a difference.” Cal Spas (Pomona, California), through the

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SPOTLIGHT Cal Flame arm of the business, is capitalizing on the trend toward larger surface areas with its P5 five-burner grill: a 40-inch grill with five separate burners that can be turned on and off separately. Amy Malone, publicrelations specialist for Cal Spas, says, “It also has a 1,000–square-inch cooking surface, which is one of the largest on the market. Optional features include a smoker box, a griddle tray, a rotisserie, and a deep fryer, to name a few. This grill can be customized to fit the needs of the consumer, making it a great product at an affordable price.” One of the best-selling products from Cal Spas is the Cal Flame LBK-710 outdoor-kitchen island. “This is, hands down, the best bang for your buck,” Malone says. “It offers a P4 four-burner grill, 30-inch double access doors, a outdoor refrigerator, a side burner, and bar seating on the back—and it’s prewired.” The P4, like the P5, can be customized (and shares many optional features with it). Manufacturers such as Fisher & Paykel Appliances Inc. (Huntington Beach, California) are keen to offer these types of full-line solutions to their retail partners. Gina Marie Lathrum, brand marketing manager for Fisher & Paykel, says, “In March of this year, we introduced our new outdoor built-in storage solutions, which now complete the DCS outdoor kitchen. Outdoor storage is just as important as indoor cabi-

netry, and our target consumers want to be a part of designing their outdoor kitchens—with premium design and durable construction.” A 42-inch dry pantry from Fisher & Paykel allows users to be in their outdoor environment and have all that they need, within arm’s reach. “There is no need to run inside for anything because all of your outdoor pantry items can be stored in your outdoor kitchen,” Lathrum says. “If you treat outdoor kitchens the same as indoor kitchens and understand the needs and culinary requirements of the consumer, there is no solution other than a complete DCS outdoor kitchen.” Mitchell Slater, founder of Danver Stainless Outdoor Kitchens and Brown Jordan Outdoor Kitchens (Wallingford, Connecticut), agrees that creative storage spaces are valuable add-on items for dealers. Particularly for customers who choose to buy elements from different manufacturers, Danver and Brown Jordan are the right choices, he says. “We offer a large number of cabinet SKUs, and there are a lot of choices that fit any manufacturer’s grill,” Slater explains. “The grills come at it from the cooking aspect. They want you to buy all of their stuff, but we’re finding that people are mixing and matching products from different manufacturers. Our cabinets fit well, in these new outdoor-living spaces, when people mix and match.”

PACKAGING OUTDOOR KITCHENS Putting it all together in a convenient package for retailers is something that Philip G. Chamberlain, national sales manager for Exterus Outdoor (St. Louis, Missouri), contends is the final piece of the puzzle that makes outdoor kitchens easier to sell. “We offer not only the modular cabinets, but the appliances, grills, and accessories,” Chamberlain says, “in addition to the finishes, such as stone and stucco, and a granite countertop—a turnkey opportunity. Our product essentially allows customers to design their own outdoor kitchens and get everything from us.” Ultimately, the outdoor-kitchen definition has expanded so much that it includes innovative entertainment options from companies such as Outdoor Entertainment Designs (Ontario, California). The company is putting the finishing touches on a three-inone feature that could become an essential accessory. Barb Salas, vice president of sales for Outdoor Entertainment Designs, says, “It is called the Pacifica. This new unit is an outdoor waterfall, a fire feature, and a television, all in one. Our retailers are excited about this unit for a few reasons— including functionality and sleek size—and it could fit in practically anyone’s backyard. It is, above all, extremely affordable.”

brownjordanoutdoorkitchens.com I 855.839.5063 Brown Jordan is a registered trademark of Brown Jordan International, Inc. and is used under license to CT Acquisitions, LLC

Circle Reader Service No. 22

Patio & Hearth Products Report September/October 2014

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MARKETING MANEUVERS

FIVE GENERATIONS STRONG A well-established name and a focus on both outdoor and indoor offerings have kept this business profitable. by KIMBERLY RODGERS

he Patio Shop (Chattanooga, Tennessee) has deep retail roots in the region as part of Fowler Brothers Company, one of the oldest businesses in the state. The store’s rich history can be traced back almost 130 years, to 1885—when the industrious James G. Sterchi traveled to sell glassware from a horse-drawn buggy. In 1886, his brothers, John Calvin Sterchi and William H. Sterchi, opened a furniture store in Knoxville, Tennessee. In 1911, John Calvin Sterchi’s son-in-law, John O. Fowler, joined the brothers in the business, and they opened Sterchi Brothers and Fowler, in downtown Chattanooga. In 1930, Fowler and his brothers incorporated Fowler Brothers Company in Chattanooga and Knoxville. Today, Fowler Brothers Company is a fifth-generation family-owned business: Richard Calvin Fowler Jr. is president of the company, and his children, Carter Fowler and Sarah Chappell Fowler, help run operations. The company includes two brands: The Patio Shop and The Furniture Shoppe. Both are

T 24

photography by MICHAEL REAGAN

located at the same high-visibility site (just off Interstate Highway 24) in Chattanooga. The Patio Shop began as Fowler’s Patio Shop, in 1980, in a small building, open on two sides; it displayed sling, wrought-iron, and cushioned furniture, all lined up in mulched areas facing the interstate. In 1992, after a company reorganization and the liquidation of certain properties, Fowler Brothers Company reopened two stores, next to each other, doing business as The Patio Shop and The Furniture Shoppe. Mike Hartley, manager of The Patio Shop, says, “Between the two stores, we have the nicest furniture selection in the area.” The Patio Shop’s indoor showroom encompasses 11,000 square feet and shares space, under the same roof, with The Furniture Shoppe. There is an additional 18,000–square-foot outdoor showroom for patio furniture. Both businesses reap the benefits of sharing space. Customers will visit one store (planning to buy indoor furniture) and cross over to the patio area—or vice versa. “This happens a lot,” Hartley says. “We have two separate sales staffs, primarily focused either on furniture or patio products, but all our specialists are cross-trained and can go to the

Patio & Hearth Products Report September/October 2014

Top: The Patio Shop traces its retail roots to 1885

Bottom: From left, Mike Hartley, Carter Fowler, and Matthew Smisson

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MARKETING MANEUVERS

Left: The Patio Shop has one of the best selections of casual furniture in Southeastern Tennessee

Right: Colorful upholstery options create a bright, cheerful atmosphere in The Patio Shop’s 11,000–square-foot showroom

other side to help out, when necessary.” The store’s patio specialists are not designers, but they make house calls to help lay out furniture and accessories in a customer’s outdoor space. “This has helped us to close some large tickets,” Hartley says. A TRUSTED NAME The reputation of the Fowler name is what sets The Patio Shop apart from the competition and is, perhaps, its most effecting marketing tool. Hartley says, “First of all, we have a story to tell—because you don’t see many fifth-generation family businesses still in business.” Hartley’s assessment of the long-term survival ability of a family-owned business is accurate. According to “Avoid the Traps That Can Destroy Family Businesses” by George Stalk and Henry Foley, published in the January–February 2012 issue of Harvard Business Review, 70% of familyowned businesses fail (or are sold) before they can be taken over by a second generation. Hartley adds, “Certainly, the Fowler Brothers name is synonymous with quality in this area and always has been. Along with our reputation, our years of experience in the business have a lot to do with our success.” The Patio Shop’s location is another huge benefit that draws throngs of customers to the store. The company takes advantage of its prime spot (beside a major highway) with an enticing large, colorful display of umbrellas, cushioned chairs, and dining sets. This splash of pigment makes The Patio Shop even more visually attractive and appealing to people as they drive past the store. “We cannot put a price on this kind of advertising, as far as exposure goes. We get a lot of drop-in customers (either commuters who drive by every day or people from out of town on their way somewhere),” Hartley says.

Chattanooga, the fourth-largest city in the state, is within 150 miles of the major cities of Knoxville and Nashville, Tennessee; Huntsville and Birmingham, Alabama; and Atlanta, Georgia. The Patio Shop delivers to these locations—or, Hartley adds, “Our store has become a destination for people from out of town, so they will often come with trucks, SUVs, or trailers, and we will load the backs of their vehicles with furniture.” Another benefit of the store’s location is its neighbor, a full-scale nursery that also draws in customers who spill over to The Patio Shop and The Furniture Shoppe. “The nursery is not owned by us, but we have had a good working relationship for years, and we both benefit from our advertising efforts and the incredible exposure we both have,” Hartley says. The store’s traditional advertising includes television spots, direct mail, and email marketing. “We have found that direct mail and television work best for us, and we are on television just about every week of the year, promoting both of our stores,” Hartley says. The store’s website (www.thepatioshop.com) is being updated, and there are plans to become more involved in social media. “We are spending more time on the Internet getting our immediate message out for the day, whether it’s an event or promotion,” Hartley explains. The Patio Shop carries lines from a wide range of top-flight casual manufacturers, including Braxton Culler, Kingsley-Bate, Winston, Tropitone, Hanamint, Lloyd Flanders, and Woodard. Hartley says, “Customers expect a certain quality level when they buy from this store, and we try to offer them the best quality at the most affordable price we can.” All product types do very well with the store’s customers; Hartley reports that when he started with the company, 34 years ago, wrought iron was a huge seller. Over the years, synthetic wicker has gained in popularity, and cushioned furniture has become extremely popular as part of the outdoor room. Wrought iron is still a big seller, but is a little less important to The Patio Shop’s bot-

Patio & Hearth Products Report September/October 2014

tom line. “Cast aluminum has taken some of the customers from wrought iron,” Hartley notes. “We also sell a tremendous amount of sling furniture—due to our large outdoor display, which draws in people.” ADDING THE EGG In 2000, The Patio Shop added products from Big Green Egg Inc. to its lineup, and these have done exceptionally well for the store. “We are one of the largest Big Green Egg dealers in this area, and we enjoy the business of a lot of repeat customers who come in for EGGcessories (such as charcoal, fire starters, rubs, and spices). This line has been very good at bringing the customer back through the door periodically,” Hartley says. Cooking with the EGG® is hugely popular in the South, and Hartley notes that it is only gaining in popularity. Store employees cook on EGGs every Saturday, so customers can sample food coming directly from the cookers. “That has closed numerous sales for us, over the years,” Hartley says. Last October, The Patio Shop hosted its first EGGtoberfest, which was very successful. “We cooked everything on the EGG—from pizza and ribs to salmon—and had a wonderful, fun day,” Hartley says. About two years ago, the company added Saber grills, which use infrared technology. The brand is also doing very well as an alternative for consumers who desire gas grills. Prior to 2000, the store had carried a number of gas grills, but it exited that market with the rise of stainless-steel grills available at mass merchants. “It was at that point that we decided to focus on Big Green Egg products,” Hartley says. Above all, Hartley believes that Fowler Brothers Company’s core standards are what have made both of its brands thrive. He says, “Our success really gets down to the way we conduct our business, our principles, and our products and service. We are very service oriented and are always there to take care of our customers if there ever is a problem.”

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HEARTH RETAILER

CLEAN AND EFFICIENT Energy-saving products and firstrate service have transformed this former franchise into a successful, independent retail enterprise. by SHARON SANDERS photography by ANDY HARDMAN

nergy Plus (Duluth, Minnesota) is a hearth retailer with confidence. It is confident in what it sells, in who its customers are, and in the service that it provides. The fact that it’s located next door to a national big-box retailer doesn’t cause John Bergstrom, owner, to bat an eye. He even references it as a landmark to describe the location of Energy Plus. “We sell on value, not price. When you buy from us, you get us,” he says. Conversely, while Energy Plus might be confident, it is equally humble. Its love for Minnesota, its people, and the environment trump any purely capitalistic aspirations. Bergstrom says, “I’d give it all up if we had to compromise our ideology, as a retailer.” Bergstrom, a native Minnesotan and self-proclaimed energy conservationist, has been naturally drawn to the specialty hearth niche ever since he was exposed to it in the 1970s, as an Energy Shed franchise owner. The local business specialized in energy-saving products for the home, including

insulation blowers, weatherstripping, specialty window sealing, solar water heaters, and wood stoves. He remembers, “It wasn’t a specialty retail operation by any means, but more of a hardware store.” At one point, Bergstrom attended a two-week education series for franchisees (focusing on wood as a heating fuel, the physics of wood burning, and safety) led by Paul Stegmeir, a founder of Energy Shed

and a local wood-burning expert from the University of Minnesota. “What I learned in those two weeks opened my eyes and turned out to be the most valuable thing for the future success of my business,” he says. Bergstrom and his wife, Nancy, eventually bought out of the franchise, renamed their store Energy Plus, and changed its focus to specialty hearth products. FINDING A FOCUS “My inspiration for the way to run Energy Plus was to create the kind of store that I would personally want to go into,” Bergstrom says. He feels that two-thirds of the population isn’t overly concerned about price and wants to shop at an establishment where competent salespeople know their products and offer great service. He explains, “Those people (who include me) are willing to pay a little more to get a little more.” He believes that the other one-third of the population wants to buy the cheapest items, no matter

Top: Energy Plus has made energy-efficient products its focus Bottom: From left, Chris Lindberg, John Bergstrom, and Damian Pennings

Patio & Hearth Products Report September/October 2014

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HEARTH RETAILER

what. “A retailer can become dissuaded by that fact and tend to look for the cheapest way to offer products,” he says. “That has never been my ideology for the kind of business I wanted this to be. We have determined our value and brought people that value—and they show up to support our business.” He adds that really good people are what make a store something special. “To me, a really good person is someone who not only is competent, but is joyful. It’s the kind of person who is cheerful helping someone at 9 a.m. on a Monday, as well as at 5:30 p.m. on a Friday. This applies to everyone— from sales associates on the sales floor to a hearth installer who shows up at someone’s door with a cheerful and charming demeanor,” he says. Bergstrom gives accolades to Damian Pennings, store manager, and Chris Lindberg, operations manager, who have managed to assemble and develop a tightly knit group of employees who share the store’s vision for sales and service. “They have created a culture that aligns with the ethics of our organization, which is a huge reason for our success as a specialty retailer,” Bergstrom says, adding that it makes him smile to see the camaraderie among employees, along with the way that they support one another, as family members would. “I couldn’t

have assembled a team like the one that they have if I tried,” he says. Over the years, the Bergstroms have been adamant about ensuring that the business aspect of the store is transparent to employees, so they feel a genuine sense of ownership and responsibility. This openness applies to everything from operations to product margins. Being transparent about margins is particularly important to Bergstrom. “Everyone in the store knows what our margins need to be—on a per-sale and monthly basis—and it’s no secret because the employees are the ones who make it happen,” Bergstrom says. He explains that the store’s whole mindset about margins emphasizes value (not price). “It’s easy to give something away if you are a low-service operator. Our salespeople have pride in the fact that they have expertise and knowledge, and they are not going to give away products. They know what the lowest price is for every item, but it’s rare that something goes out the door at the lowest price,” Bergstrom says. The store offers employees profit sharing, health insurance, and a small commission on top of their salaries, which are all tied to margins. Bergstrom says, “Our employees know it’s an important part of what they do. If we do well and keep our margins high, everyone will benefit. I believe in sharing profits with the people who make them happen.” MAKING IT COUNT Bergstrom’s vision for the business is more about providing for the community than it is about building a hearth empire. His love for the environment is paramount. “Because of our climate, we have made the subjective decision only to sell energy-efficient products, for the most part,” he says. The store’s main focus is solid fuel—in particular, wood-burning appliances. “We are wood-burning experts because we believe in it, ideologically. We only sell EPA-approved products, so our appliances are the cleanest available,” Bergstrom says.

Patio & Hearth Products Report September/October 2014

Top: Minnesotans know that they can visit Energy Plus for all of their hearth needs Bottom: Energy Plus is known as the area’s wood-burning expert

The store does well with gas fireplaces, but sticks to the high-efficiency models. It stopped selling gas logs 25 years ago because of health and efficiency concerns. Bergstrom says, “There are many products that we choose not to represent because they don’t fit our focus. We willingly refer people who want those products to our competitors.” Three years ago, Energy Plus brought solar power into its product mix. Bergstrom admits that there has been a huge learning curve because it requires a certain amount of expertise (which often involves an advanced understanding of electricity). While there isn’t much crossover with hearth products, he sees selling solar products as a way to diversify—while staying true to the store’s ideal of energy efficiency at the same time. “Solar products haven’t been sold through the retail channel in our market yet, but we are going to try it and see what happens,” he says. Energy Plus has become an essential part of the fabric of the market in Minnesota and the surrounding area, and that means everything to the Bergstroms. They see the biggest challenges ahead as price competition (brought about by the Internet) and staying on top of the evolution of heating appliances. Bergstrom says, “We have this huge hearth business, but there is vulnerability, in terms of what the EPA is doing, so the future is something we can’t predict. We don’t know what we will be selling in 20 years. Maybe we could become a solar-only store because wood stoves are outlawed; who knows? The only thing that is certain is the fact that we will do our best to stay in touch with the moving marketplace—so we can provide our customers with the service and products that they expect from a specialty retailer.”

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OUTDOOR GRILLING

HOT OFF THE GRILL This Nashville retailer relies on cook-offs and demos to draw crowds (and paying customers). by CHERYL DANGEL BARTOLINI photography by MICHAEL REAGAN

he Hearth & Grill Shop (Nashville, Tennessee) underscores the reasons that the South is widely recognized for its hospitality. The store, which opened for business in May 1974, loves special events and bringing people together for good food and good times. In fact, the goal of its biggest annual event, the Backyard Challenge BBQ Cookoff (which just celebrated its 10th year) is to enlist backyard chefs, not competition pros, to compete for fun and prizes. Jeff Lunsford, co-owner, says, “It has worked very well. We had a record 37 teams this year, gave $7,000 in prizes and cash to the winners, and had our biggest day ever for sales.” After all, when all the food has been eaten and everyone has gone home, sales are what it is all about—and this event has proved to be a big winner. The idea for it was almost passed over, originally. “It was the brainchild of one of our employees,” Lunsford explains; he wasn’t initially sold on the idea when it came up, a decade ago. He says, “I, the old man, was not too excited about it until it generated a huge retail day—and it has grown every year since.” Lunsford admits that pulling off such an event

requires a sizable investment, which does diminish the profit. That said, the value of the visibility that the store gets cannot be measured. “It is a brand generator. We hear about it all year,” he says. RAPID GROWTH The Hearth & Grill Shop is all about keeping the fun in barbecuing. Co-owners Lunsford and Pat Sullivan, 40 years ago, started the business in a 2,700–square-foot building. They were both former employees of the Nashville Gas Company, “so running gas lines and installing appliances were our specialties,” Lunsford notes. The retail operation grew, and just

Top: Jeff Lunsford (left) and Ricky Sullivan Bottom: The Hearth & Grill Shop calls itself the largest Big Green Egg retailer in the South

Patio & Hearth Products Report September/October 2014

OUT IS THE NEW IN

6292FPG

www.dcsappliances.com 888-936-7872

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OUTDOOR GRILLING “What sells today might be a bust next year, so you always have to be on guard,” he adds, enumerating customers’ top demands. Heading their list of must-have products is a good grill to cook burgers, steaks, and chops. Next, customers want a grill basket for fish: “nothing too fancy, but one that will not fall apart,” Lunsford says. Also topping the list of priorities are parts and service. Customers don’t want products they “cannot get parts for in two to three years,” Lunsford says, and they want to be able to “have someone service their grills when needed,” he adds. One grill that seems to be meeting all these criteria is the Big Green Egg kamado cooker, which has been doing extremely well in sales. That’s not surprising, when you learn that the Hearth & Grill Shop professes to be the largest Big Green Egg retailer in the South—so consumers shopping for an EGG would do well to plan a visit to Nashville. Overall, the store’s grill prices run from medium to very high. “We do not try to compete with the big-box stores,” Lunsford explains. RH Peterson’s Fire Magic grills are big sellers for the store

four years later, it moved to another facility that was much larger. In 1994, the business outgrew its 15,000–square-foot store and relocated again—to a new 50,000–square-foot building. It has approximately 12,000 square feet of showroom space, along with patios, an outdoor-kitchen area, and more than 30,000 square feet of warehouse space. In 2007, Sullivan died, leaving his son, Ricky, to become Lunsford’s partner. Today, the store serves an area within approximately 40 miles of Nashville, though Lunsford adds that it has served customers at greater distances. The store boasts 30 employees. That total includes three to four installation crews and two service technicians. A WINNING PRODUCT MIX Lunsford is careful about the products with which the store aligns itself because of the bottom line. “Our approach to business is to carry the top lines and make a profit,” he says. “We have to make our margins on products we sell, or it is not worth our time. We have probably seen around 40 similar companies go into business and out of business in our 40 years, and not one went out because its owners made so much money that they retired.” With that in mind, Lunsford and Sullivan stick to proven lines, including American Outdoor Grill products, Fire Magic grills, and Real Fyre gas logs by RH Peterson Company; gas logs, fireplaces, and Broilmaster grills by Empire Comfort Systems; Fireplace Xtrordinair and Lopi fireplaces by Travis Industries; Superior (formerly FMI) fire-

places and logs; Pilgrim and Dagan accessories; Stoll Fireplace, Portland Willamette, and Hearth Craft doors; Weber gas and charcoal grills; and Big Green Egg products. To date, the company hasn’t ventured into the patio-furniture business because “it was extremely crowded,” Lunsford explains. The spa business never interested the owners, either, so they’ve stuck with what they do best. “We have carried RH Peterson logs and grills since day one, as well as Empire and Broilmaster lines. We look for manufacturers that support the dealer network,” Lunsford says, adding that such manufacturers don’t sell products directly to consumers. According to Lunsford, the economic downturn is far in the distance of his rearview mirror. The present market is “good to very good,” he reports. “The economy in Nashville is very diversified and is very good.” As for sales, the business is running approximately 16% over 2013 (year to date), and 2012 was also a very good year. Lunsford credits the solid sales to what he describes as a real winter and counts the Hearth & Grill Shop as being among the fortunate businesses that benefited from the polar-vortex episodes of 2013 and 2014. JUST THE BASICS On the grill side, the products offered have proven track records. Moreover, the store sticks to the basic products that are tried and true. “Most of our customers are not trying to reinvent the wheel. We stick with what works and watch trends,” Lunsford says.

Patio & Hearth Products Report September/October 2014

HEAVY PROMOTIONAL SPENDING To spread the word, 70% of the store’s advertising budget is invested in television commercials (produced in-house by its own employees). In advertising, Lunsford says, “We have cut back a lot on newspapers and telephone directories as the Internet has taken over.” In addition, the store does a couple of live radio spots each week tied to current conditions, whether the topic is a snowy forecast or great grilling weather. The store’s website (www.hearthandgrill.com) continues to grow in its the number of visitors, and a blog, launched in June 2009, is also garnering quite a bit of attention, according to Lunsford. “We have not made it into Facebook and Twitter, but will start moving that way,” he adds. In addition to the annual Backyard Challenge BBQ Cook-off, events that draw crowds are the three cookouts that the store hosts every year at a large farmers’ market, where all the food cooked is donated by the vendor farmers. In addition, the Hearth & Grill Shop participates in local home and remodeling shows. “All these events take a lot of setup time and manpower, so we cannot be in every event in town—and there is one (or more) every week,” Lunsford adds. These days, the store is doing “some major display remodeling on the sales floor,” Lunsford says. Both he and Sullivan are optimistic that business will only continue to get better. “As it is everywhere, new housing is down, but we are starting to see some of it pick up; if that gets going, it will help,” he says. Business is a roller-coaster ride—and Lunsford has seen it all. He says, “After 40 years, we have seen the ups and downs, so we try not to get too excited about either.”

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Circle Reader Service No. 35

SHOWROOM SHOWCASE

ONLINE SUCCESS An innovative Web-commerce effort strengthens profits and adds a human touch to doing business. by SHARON SANDERS

ers would have given up to cut their losses, Harris and his wife, Jacqueline, decided to reinvent the operation. “After Hurricane Katrina struck, and we lost all of our merchandise for the first time, things have never been the same,” Harris explains. “It’s tough to survive months without income, no matter how much money you save—not to mention the fact that we were affected personally, after needing to renovate our house completely, and insurance companies weren’t cooperating.” Harris has never been one to give up, not even for a moment, and is always the first to look at the possibilities. He says, “I never wanted to be at the mercy of the environment again, so I had to figure out a way to bring us more financial security.” Harris created an online business (to support the brick-and-mortar store) that has brought in more income—and a brighter future—than he ever could have predicted. FROM LOCAL TO NATIONAL Harris transformed the store’s website into an online store that brings in revenue even

Patio & Hearth Products Report September/October 2014

ANNIE PENNELL

he Garden Gates (Metairie, Louisiana) has grown its potential customer base from thousands to hundreds of thousands in a little more than five years. Every day, it fills orders from customers in Florida, Minnesota, Colorado, California, and everywhere between through a sophisticated website (www.thegardengates.com). Its online business, which works in tandem with its 15–year-old brick-and-mortar store, was born of necessity. After tragedy struck (several times), what could have been the end of The Garden Gates turned out to be the best business move that Chad E. Harris, owner/cofounder, says he has ever made. The luxury home-and-garden store has been doing business in Greater New Orleans since 1999. In the past nine years, it has seen its share of setbacks. It was struck by three hurricanes (starting with Hurricane Katrina, in 2005); it was hit by a tornado; and its service-business building caught fire. With each setback, different challenges arose. While many business own-

ANNIE PENNELL

Page 36, top: The Garden Gates is part of everyday life in the New Orleans area Page 36, bottom: The store’s products have character and style all their own Top left: Alyse Mouledoux (left) and Sara Draper Top right and bottom left: The store offers products that its owner and staff personally love Bottom right: The highly successful ANNIE PENNELL

online store complements the brick-

when the store’s physical doors aren’t (or can’t be) open. “When a retailer lock ups up the store at the end of each day, sales stop. If it’s supported by an online business, sales continue for another 12 to 14 hours,” Harris says. He estimates that the average store owner has a potential 25,000 customers (on the high end) within reach of the store, but if

and-mortar operation

the retailer sells online, that increases to millions. It took Harris a few years to finetune the online store until it was exactly the way that he wanted it. He originally worked with an outside design company, but eventually, he ended up taking over the project and finishing it himself. “I don’t know of another specialty retailer with an online-shopping experience as sophisticated as ours that also has a profitable brick-and-mortar store,” he adds.

The Garden Gates carries identical merchandise online and in its Metairie showroom. The only difference is that the online store offers a much broader selection, when it comes to styles, colors, sizes, and finishes. Harris says, “For example, we may carry 10 wall and garden fountains from a particular vendor at our physical store, but we offer 20 other options, online, from the same manufacturer—in six different finishes and sizes. We could never inventory all of that product, so we display a cross section on our showroom floor.” He adds that it’s important to him for The Garden Gates to carry merchandise that he and his staff personally love. There is an entire section on the website called Brands We Love. “You can sell anything, if you like it,” Harris explains. “People bond to companies that they aspire to be like. If you sell people on the idea that you believe your merchandise is good and that you would want to have it in your home, then they will feel more confident making a purchase. That is our mindset.” Harris says that it’s not uncommon for local

September/October 2014 Patio & Hearth Products Report

SHOWROOM SHOWCASE customers to choose to shop online, even though they could come to the store. “It’s all about convenience. They will even stop by the store after making an online purchase to look at the items they ordered,” he reports. The Garden Gates uses a call center to deal with customers’ phone calls after

FOR

store hours; otherwise, the calls go directly to the retail store, where one of the employees will pick up the phone. Harris says, “Customers often want to talk to someone about a product before they order it. We want to ensure that they get the same personal service they would get in our brick-and-mortar store.”

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Circle Reader Service No. 38

Patio & Hearth Products Report September/October 2014

want is for them to be happy with everything we do. If, at any point, we’ve done something that upsets them, we want them to tell us. Our reaction to their concerns is immediate. We are not here to hurt anybody’s brand. We stand beside our vendor partners—and together, we are the best,” Harris explains. He understands that the patio-furniture and hearth industries have always been rooted in brick-and-mortar sales, but he believes that the future might hold a hybrid of that longtime model. He says, “If one does some fast research about online sales, the predictions are that by the end of 2014 or mid-2015, 54% of all retail sales will take place online. By 2016, at least 23% of retail sales will take place on a mobile device. It’s hard to ignore those facts. It’s an opportunity that didn’t exist before and shouldn’t be missed.” While the national online business of The Garden Gates is growing, Harris makes it clear that he is, first and foremost, a supporter of the local retailer. He says, “I want people to buy from the local store because it keeps our market healthy. I only want them to buy online, from us, if the product is not available locally.” He adds that when consumers do want to buy from businesses in their local areas, retailers need to make sure that they are giving their customers the same options and opportunities that they have at home, when they are shopping online. Harris says, “If retailers— The Garden Gates included—don’t do that, there’s a strong chance that they will lose customers.” Going into 2015, Harris has big plans for The Garden Gates. Its online business has grown 300% for the first months of 2014. As a company, it is growing at a 68% rate, month over month. Harris does not take for granted the fact that the business is doing so well, after all the adversity that it has had to overcome. He looks at every day as a chance to do better and be better. He hopes that people can learn from what he did and be less afraid to try something new. “I am a person of routine, and I probably would never have stepped out of my comfort zone if it weren’t for the fact that I was confronted by the reality of having no income,” Harris says. “This change gave my business the boost it needed and got me thinking about the future in a whole new way.”

Circle Reader Service No. 39

AS I SEE IT

LET THE SUN SHINE Treasure Garden’s stylish shade products bring comfort to sunny outdoor spaces.

by SHARON SANDERS

Treasure Garden Inc. shade products are a staple in specialty patio showrooms across the country. Since 1984, the Baldwin Park, California, company has done an expert job— not only at developing a practical (yet innovative) lineup of products, but as a savvy marketer as well. Patio & Hearth Products Report met with Jeff B. Dorough, vice president of sales and marketing, to discuss shade and what’s new at Treasure Garden.

Have you seen growth in the shade-product industry, over the past few years? Dorough: There is no doubt that the industry is growing. Treasure Garden, itself, has enjoyed progressive, steady growth over the past five years. I think this growth is a result of many factors, one of them being that people are realizing that shade is what provides comfort in an outdoor room. One can have a patio full of beautiful, expensive furniture, but if the sun is beating down, no one will want to use it. People also are tired of buying the disposable umbrellas that have been around for 20 years. They see that there is better merchandise out there in the marketplace.

How are umbrellas viewed differently now than they have been seen in the past? Dorough: The umbrella really has become an outdoor fashion accessory that can be the focal point of an outdoor room. A perfect example of the elevated importance of the umbrella is the way they are viewed by many of our dealers. In the past, our dealers would come to market to buy their furniture first; then, they would go back to the Treasure Garden showroom to

Left: Jeff B. Dorough Right: The UM8103 9-foot Auto Tilt, in 56080 Milano cobalt stripe, with a 5-foot 3-inch by 7-foot 4-inch Garden Cottage–blueberry rug

purchase their umbrellas last. Now, they make their umbrella selections along with their furniture choices—not as an afterthought. Dealers will merchandise and decorate their stores using umbrellas as the unifying element in furniture vignettes.

What is the major difference between specialty umbrellas and those from big-box retailers? Dorough: It’s choice. Big-box retailers have a limited selection of sizes, frame colors, and fabrics. If those few SKUs will work for the customer, it’s a great value. There is every flavor of beige on the floor, with no special orders—and when a big-box retailer runs out of product, that’s it. They don’t refill, which typically means that after the July 4th weekend, stock is slim. With specialty umbrellas such as those offered by Treasure Garden, the choices are virtually unlimited. Dealers who take advantage of and use our Treasure Garden Design Studio can create beautiful designer cover styles for their showroom floors, as well as selling custom special orders to their clients.

What has propelled Treasure Garden into its leadership position? Dorough: Not only do we sell shade, but we are a complete accessory brand for our dealers. Treasure Garden has umbrellas, bases, lights, and furniture

Patio & Hearth Products Report September/October 2014

covers—and we are introducing outdoor rugs. People like to do business with us because we make a fashionable, high-quality product; we service what we sell; and we are dependable. It makes life easier for dealers when they can buy most of their accessories from a single vendor because it means having one credit manager, one sales representative, and one customer-service department. Our whole concept, from day one, was to become the best accessory vendor in the business.

How does Treasure Garden continue to raise the bar, when it comes to the quality of its umbrellas? Dorough: We are never satisfied or complacent. We are always finding ways to improve our product. Our goal is to offer more features, to make a better product, and to add value to our products. We are a vertically integrated manufacturer that continued on page 88

Circle Reader Service No. 41

MY TURN

SIZZLING SEE-THROUGHS Supreme Fireplace continues to develop see-through stoves and fireplaces that turn heads and warm houses. by KIMBERLY RODGERS Top: From left, Emmanuel, Anastasia, Katherine, and Alexander Marcakis Bottom: The Galaxy noncatalytic, EPA-approved, zero-clearance fireplace

Supreme Fireplace (Montreal, Quebec) has done it again. At the 2014 HPBExpo in Salt Lake City, Utah, the company received the Vesta Award for its innovative Vision product—the first (and only) freestanding, EPA-approved seethrough wood stove in the industry. This accolade is Supreme Fireplace’s third Vesta Award. The company received its first such honor, in 2009, for the Opus, the industry’s first EPA-certified see-through fireplace. In 2013, Supreme Fireplace earned a Vesta Award for the Galaxy, the largest noncatalytic, EPA-approved zero-clearance fireplace. Regarding the Vision stove, Anastasia Marcakis, sales manager, says, “Supreme Fireplace has been manufacturing high-efficiency see-through fireplaces for over 25 years, and developing a seethrough stove was a natural (yet challenging) transition for us.” The many beneficial features of the Vision stove also made it challenging for the company to obtain EPA approval for it. Marcakis adds, “The Vision has a large firebox that can accommodate logs of up to 24 inches. It has two large glass doors, two heat-activated blowers, and a stainless-steel combustion chamber with 42

no refractory or insulating materials. These are all features that made the EPA certification of this product particularly difficult.” In addition, the Vision stove is a noncatalytic product, with low emissions, that comes completely assembled—with a patented, automatic air control (allowing the user to reduce combustion air gradually and automatically); unique door opera-

Patio & Hearth Products Report September/October 2014

tion; a sealed ash pan; a removable ash lip; the patent-pending Easy-Light feature; and variable secondary air control. The Vision stove heats up to 2,000 square feet (with a maximum heat output of 100,000 Btu per hour) and comes with a 25-year limited lifetime warranty. The Vision stove also provides its owner with another unique and practical function: a built-in barbecue grill that gives the user the ability to cook a variety of foods, when the wood has been reduced to embers. The unit’s stainless-steel firebox efficiently retains heat, allowing the food to cook quickly and evenly. Marcakis is happy to report that the Vision stove has been very well received by consumers, with versatility being the key to its popularity. She says, “It certainly fills a void in the current wood-burning market. Today’s houses are built with large, open spaces, and homeowners want to display their hearth products as the centerpieces or focal points of their rooms. Unlike an ordinary wood stove, which is typically placed in the corner of a room, the Vision can be installed in a variety of different applications.” She continues, “Whether the stove is in the middle of a large room or between two adjacent rooms, the heat is dispersed from all sides of the stove, so the entire family can enjoy a beautiful fire.” The Vision stove’s design features clean lines and has eye appeal. The unit is available in metallic black or charcoal, with a variety of color choices for the side panels. After Supreme Fireplace received its first Vesta Award for the Opus fireplace, the product quickly became a popular, great-selling fireplace in dealers’ showrooms. “This inspired us to do more,” Marcakis

Circle Reader Service No. 43

MY TURN says. The company continues to raise the bar with its latest see-through, noncatalytic EPA-approved fireplace, the Duet fireplace: It has low emissions (averaging 3.6 grams per hour), and its substantially bigger firebox can accommodate 24-inch logs. “It is also loaded with unique features, such as a patented, automatic air control; a built-in barbecue grill; and the Easy-Light mechanism, which ensures a quick and easy start for the fire. The fireplace comes with a clean-faced design that emphasizes the large doors (which give a generous view of the fire),” Marcakis says. Further setting the Duet fireplace apart is the fact that it can be installed with one side indoors and the other side outdoors. “This type of installation is ideal for warmer-climate states, where consumers can safely enjoy the heat and comfort, along with the barbecue feature of this fireplace, on their

patio,” Marcakis says. Like Supreme Fireplace’s other products, the Duet fireplace is highly efficient, with Btu levels tested at 100,000 per hour. Since the company’s founding, in 1981, by Emmanuel Marcakis, Supreme Fireplace has steadily earned respect as a leader in the development and manufacturing of wood-burning products. A true entrepreneur, Emmanuel Marcakis started the company after he bought a house with a natural fireplace that was inefficient, providing very little heat. He decided to build his own fireplace insert— using scraps of steel from his garage—and soon his family, friends, and neighbors were so impressed that they all wanted an insert as well. The highly functional, expertly made fireplace inserts became so sought after that Emmanuel Marcakis left his full-time job (as a mechanical engineer) and founded his business dedicated to

Circle Reader Service No. 44

Patio & Hearth Products Report September/October 2014

The Vision see-through wood-burning stove

manufacturing wood-burning products. Supreme Fireplace not only is the industry’s only company to develop EPA-approved see-through wood stoves and fireplaces, but also has been in the forefront of developing sustainable products and reducing the energy spent in the manufacturing process. Marcakis says, “We work very hard in developing EPA-approved products with the lowest emissions and the latest technology. The energy spent and the pollution created when manufacturing these products, however, should not outweigh their environmental benefits. During production, we use certain environmental practices to reduce pollution, such as minimizing the welding required to assemble our stainless-steel fireboxes.” Supreme Fireplace has also eliminated the use of refractory materials and has minimized insulation. “Currently, we have only one product that uses an insulating blanket: 3 square feet of 1-inch blanket. Our goal is to eliminate that blanket,” Marcakis says. Supreme Fireplace is well regarded for its strict quality-control standards, which ensure that its products will have long lives. Supreme Fireplace has its own skilled research/development team of engineers and technicians who develop products, build prototypes, and complete preliminary testing. Once observations and improvements have been made, products undergo EPA testing at Supreme Fireplace’s fully accredited facility and UL-certification lab. All manufacturing operations—including welding, assembly, and painting—are completed at the company’s factory in Montreal, to ensure the creation of superior products. Supreme Fireplace plans to continue introducing exciting new hearth products. “We always strive to develop innovative and unique wood products and to advance our technologies,” Marcakis says. “Our latest challenge is developing an EPA-approved linear fireplace.” Although governmental regulations continue to be a challenge for manufacturers, Marcakis remains hopeful about the future of the hearth industry. She says, “I am optimistic that wood will have a strong comeback—due to adverse weather conditions and high energy prices. The new EPA regulations and state restrictions regarding wood-burning fireplaces, however, will make it more challenging for manufacturers to develop EPA-approved products.”

Circle Reader Service No. 45

PRODUCT INNOVATION

ALL IN THE FAMILY Three generations of the Hussong family team up to produce high-quality, innovative hearth products. by CHERYL DANGEL BARTOLINI

It all started simply enough. Dudley Hussong was enjoying working in his wood shop (at his home outside Lakefield, Minnesota), but he was cold. It was December 1976, and he decided to build a fireplace to keep warm throughout the long, cold winter to come. A local mason who was building a house for a farmer came by, saw his creation, and asked him to build one for the home. The rest, as they say, is history. Dudley and his wife, Betty, built a fledgling business that grew slowly at first. Their son, Jim, worked there after school and during the summers, pushing a broom and doing whatever was needed. Today, Jim is the CEO, and the company employs 120 people. Recently, the family-owned business added two new members to its staff. Jim’s daughters, Heather and Hannah, joined Kozy Heat to bring the same drive and motivation to it that established Kozy Heat 38 years ago. In a relatively short time, the two have already had an impact on the company. Heather Hussong says, “Hannah, who is a double major in History and English, works in the research/development department, composing the operating and installation manuals. One of the first things she wanted to take on was the feedback from our dealer network asking for a more unified manual. Hannah took the feedback and constructed a new look and for46

Patio & Hearth Products Report September/October 2014

mat that were more user friendly for the installers and consumers.” Hussong, who earned a degree in marketing from the University of Northern Iowa, is the new marketing manager. She grew up listening to stories, at the dinner table, discussing marketing strategies for the growing fireplace line. These conversations were the beginning of a career that she could not wait to start. Kozy Heat is a three-generation business, with Dudley still coming into the office a few times a week. He just can’t stay away, Hussong says: “This is his baby; that’s for sure.”

Above: The new Chaska 34 fireplace insert, with glass media Top Left: The new Chaska 34 fireplace insert, with a log set Top right: From left, Heather, Jim, Dudley, and Hannah Hussong

A FAMILY ATMOSPHERE Hussong is nonchalant about working with her family present. She says, “This is what I grew up with, and I’ve known it all my life. We have three generations, but we all have our own responsibilities, so I never even really think about it. Many of the other employees have been here 10, 15, or 20 years—and being 26, I grew up with them. These people are my family, too. Everyone feels like a family member, and being here feels like being at home.” The family camaraderie is working. Sales for 2013 hit a record that took Kozy Heat to a new level, with double-digit growth. “We did pretty well during the downturn. In fact, we gained sales,” Hussong explains. This year, sales are expected to surpass 2013’s record sales. “They keep increasing, year by year, and we plan to keep that curve by releasing several new products this season,” Hussong adds.

The younger generation, while still relatively new to the company, is already changing how Kozy Heat does business. Just as Hannah implemented the manual overhaul, Hussong is updating the processes employed in the marketing department. “I’ve grown up on computers, which is where I’m taking the marketing department,” she explains. She’s doing everything on the Internet and employing technologies such as Google Analytics to help streamline marketing efforts. Kozy Heat also maintains a regular blog and posts updates to Facebook and Twitter. “It does help, having a new pair of eyes coming into Kozy Heat,” Hussong adds. All in all, the Hussongs want to maintain the family atmosphere at the company, which means that ideas from anyone are welcomed. “When someone comes up with an idea, he or she can talk

with the research/development department and see if it is plausible; then, the process takes off from there. Everyone works together and has his or her own specialty, which is why we’ve seen growth this year (and every other year). That’s why everyone feels like part of a family, and why so many people have been here for 20 years,” Hussong notes. NEW FOR THE SEASON New for 2014 (and in production today) is the Chaska 34 insert. The Chaska 34 insert is available in log set (CSK-34-L), contemporary (CSK-34-G), and popular rock versions (CSK-34-R). All three models provide the largest viewing areas yet in the popular insert line. Also new is the Chaska 335S, a millivolt fireplace insert that replaces the Chaska XL. The Chaska 335S has the same box size as the previous model, but with a newly redesigned log set and a larger viewing size (which uses the same shrouds and fronts as the Chaska 34 series). The Chaska 335S recently went into production and is available now. Coming soon are the Bayport 36, Carlton 39, and Carlton 46 direct-vent fireplaces; the Birchwood, a freestanding fireplace; and the Chaska 29 insert. All of these are expected to be available in the fourth quarter of 2014. “All are new, in their own right, and they also have a new look. The direction we are headed in is contemporary, with rock and glass, but we also want to keep the traditional log sets,” Hussong explains; she adds, “Stay tuned for further details.” Among the company’s best-selling products is the Thief River Falls (TRF), a direct-vent fireplace. “The TRF has been a staple for Kozy Heat for the past 10 years, making it one of the most popular direct-vent fireplaces we have ever produced. I think the biggest thing we continue to hear about the TRF is that it provides a great flame appearance and heat output for its value. It is one of the most economical 42-inch fireplaces available today,” Hussong notes. Kozy Heat’s line of wood-burning fireplaces is also doing well, Hussong reports, despite the fact that they require more maintenance than gas fireplaces. “Some people only want wood-burning units, while others love the look of fireplaces, but don’t like the work—which is why we have an abundance of gas fireplaces (compared with woodburning units),” she says. The need for ease has taken Kozy Heat outdoors. The company ventured into the outdoor-fireplace market last year, after contemplating that move for a long time. In fact, Kozy Heat dipped its toe into the outdoor-fireplace market in the 1990s. Hussong remembers being in Minneapolis, Minnesota, with her father when they saw fireplaces with glass rocks in almost every restaurant and hotel in the city. She says, “They were everywhere. They really looked neat, and we saw an opportunity where we could get into the outdoor market.” The timing wasn’t right, however, and the products didn’t catch on with consumers—as they have now. “They just didn’t sell the way outdoor fireplaces sell now,” Hussong explains, pointing to Kozy Heat’s single outdoor product, the Northern Firelights patio fireplace table, which is available in

three base sizes (23, 30, and 42 inches). “Sales aren’t close to those of any of our gas fireplaces because once winter hits, there is no chance of going outside—but Northern Firelights is still doing really well. When you have a deep winter, climate dictates that sales will be better for indoor units,” she adds. LOOKING AHEAD With winter approaching, Hussong happily reports that the forecast is good for the upcoming burn season. She says. “This whole year, we have seen growth, and I don’t see that slowing down, by any means.” She attributes Kozy Heat’s success to several factors, and topping the list is the family environment at the 120,000–square-foot facility in Lakefield. “We are a locally owned business that cares deeply about its employees. It is great that we do not get caught up in the corporate mindset because it allows us to act quickly on our dealers’ feedback,” Hussong states. That family feeling extends to relationships with dealers and representatives. “I’m working on trying

to give them more of an incentive. We just build the fireplaces. They sell them, and if we don’t have a good relationship with them, we won’t be seen or heard. We strive to keep our relationships with all of them strong,” Hussong says; she promises to unveil a new dealer-incentive program by the end of the year. In the near term, look for Kozy Heat to continue on the trajectory that the company is taking now. Hussong says, “We want to continue the business, carry on the name, and sell a fireplace with the quality my grandpa built into the first one he made in his shop, that first day. We are always looking for growth, but we don’t want to lose the quality, family, or overall outlook that Kozy Heat has.” Over the longer term, Hussong would like to see some exciting new ventures. “I’m always thinking of new ideas. I know that I’d love to get into the architectural world,” she says. “Whether we do that or not, I know that we will always focus on fireplaces. We won’t corporatize Kozy Heat. We will be keeping the same name, the same brand, and the same quality.”

European Home www.europeanhome.com info@europeanhome.com 781.324.8383

The Beauty of Simplicity. peninsula and four sided models.

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September/October 2014 Patio & Hearth Products Report

CORPORATE PROFILE

SUSTAINING SUCCESS A commitment to an environmental cause spurs growth at Jensen Leisure Furniture.

by JESSE BURKHART

Sustainable business practices have become a trendy topic of discussion among outdoor-furniture makers in recent years, but for Hlodver Olafsson, they are the foundation upon which his company is built. Olafsson is the general manager of Jensen Leisure Furniture (Henrico, Virginia), an outdoor-furniture manufacturer that crafts its portfolio of dining sets, deep seating groups, and occasional pieces from two South American hardwoods: ipê and roble. Jensen uses only wood from forests certified by the Forest Stewardship Council, a nonprofit organization that sets the international standards for responsible forestry. It’s that staunch commitment to sustainability that not only makes Jensen a unique player in the casual-furniture industry, but also gives Olafsson a sense of purpose that goes beyond sales. Olafsson, a native of Iceland who worked for Gloster Furniture for 14 years before coming to Jensen, says, “I would say the most important part of our story is where we come from and how we do business. This is something we’re very proud to be doing, and we hope we can continue to do for years.” Jensen will undoubtedly succeed, if business progresses as it has been. The company, which was formed in late 2008, is on track to record 11% to 12% sales growth over last year’s, according to Janet Wansor, vice president of sales and marketing; she adds that Jensen has diversified its client base this year. “Every year we’ve been in business since we started, we’ve had growth,” she says. “If we’re talking about new distribution, we’re growing in a variety of markets such as indoor-furniture stores, and we’re bringing in 48

more contract business and landscape architects.” Ipê wood is known primarily for its high density; it’s so dense, in fact, that it doesn’t float. It also resists flames much longer than softer woods can. It’s very durable, making it a more popular material not just among specialty casual retailers, but also among upscale builders and interior designers. “Ipê: There’s nothing else like it out there,” Olafsson says. “It’s a different color, and it’s different from anything else in wood furniture. In the market, there’s no one else doing this.” The industry is taking notice. Now, more than five years since it opened, Jensen has arrived at the point where its customers are becoming its biggest advocates. “I’ve found that many new or potential retailers come to us

Patio & Hearth Products Report September/October 2014

through word of mouth,” Wansor says. “Long-standing retailers share with others about our being their main wood line. We’ve established a lot of really good relationships, and word of mouth from one existing retailer (bringing in a new retailer, to show our line for us) is often what happens.” In addition to retailer recommendations, accolades are also starting to accumulate. At the 2010 Chicago International Casual Furniture & Accessories Market™, Jensen received the Lillian B. Winchester Best of Show Award for its Topaz stacking sling chair (designed by Edi and Paolo Ciani). Then, in both 2011 and 2013, the company snagged the International Casual Furnishings Association (ICFA) Manufacturer Leadership Award

in the wood casual category—recognition that serves as validation of the design quality that Jensen is bringing to market. Among Jensen’s ipê lines, the Opal collection offers a transitional aesthetic, while the Topaz collection was designed for those with contemporary palettes. In roble, the Argento collection’s weatheredgray finish is its distinguishing feature, providing an elegant contrast with darker surroundings. At this year’s ICFA Preview Show™, Jensen debuted a new roble line called Tivoli—a contemporary collection that was designed with the millennial customer in mind. The collection includes round, rectangular, and square dining options, as well as coffee tables, benches, and a chaise. Olafsson described the reaction from customers at the show as fantastic, with Wansor noting that if the line performs well in the marketplace, Jensen would consider adding deep seating to the collection.

Top: The Argento lounge group Bottom: The Topaz stacking oval extension group

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CORPORATE PROFILE Wansor reports that Jensen plans to expand its selection of accent pieces. Citing their increasing popularity among both specialty retailers and landscape architects, she says that more benches, rockers, and Adirondack chairs are in the works. Jensen was formed when Australia’s Jensen Jarrah (headed by Max Jensen) and Bolivia’s Roda Group joined forces in late 2008. The partnership was born when Jensen, whose company had sold furniture (made of Australian jarrah eucalyptus wood) in the United States for more than 17 years, was introduced to the Roda family, which had been in the lumber/furniture business in Bolivia for more than 20 years (selling wooden furniture in the European market). As using jarrah timber became increasingly difficult and the cost of labor in Australia began to rise, Jensen saw an opportunity to partner with the Roda Group, which had access to Bolivian forestry and had ambitions of bringing its product to the United States—a sales territory that Jensen knew well. The union, as evidenced

today, was a mutually beneficial one. Olafsson, who was installed as general manager once the Roda Group acquired Jensen’s share in the combined company (in spring 2012), is quick to credit the Roda Group for the company philosophy that prevails today. “Sustainable forestry is something the Roda Group had already established, long before Jensen,” he says. “It already saw the opportunity to help the environment.” Now, with increasing demand for its product, Jensen has begun to streamline operations. In addition to operating from a public warehouse in California, the company recently opened its own warehouse in Richmond, Virginia, which has afforded it more flexibility. Olafsson says, “By having your own warehouse, you can do so many things better with customer service—fixing problems and shipping your products. It’s definitely something that we needed to do, and I think we can all see the benefits.” One notable benefit is that having

The Argento square group

the new warehouse has improved Jensen’s product-development process. During the company’s annual meeting of its sales-representative council, held in January, new-product prototypes are brought into the warehouse, where they can be discussed. The warehouse also serves as a venue in which additional product testing can be performed. Such liberties, Wansor says, are not afforded at public warehouses. Most important, the warehouse has simplified the logistics of filling orders and improving service upon delivery. “We’re recognized for our quick shipping and our high standard of customer service,” Wansor says. “That’s

important to the stores that are selling—that they can depend on us for quick shipments and quick resolution of any issues.” Indeed, Jensen intends to stay true to its roots in order to sustain its momentum. “We have established ourselves as being a wood company, and we want to be strong in that area, so we’re always looking out for what that market needs,” Olafsson says. “We listen to our customers and representatives in order to learn what we should be developing. Our goal is to develop, with those two wood species—roble and ipê—new collections, going forward. I think we’re covering the market quite well.”

Introducing the new Tivoli Collection–crafted from 100% FSC® certiﬁed Roble heartwood.

www. j e n s e n l e i s u re f u r n i t u re.co m Circle Reader Service No. 50

Patio & Hearth Products Report September/October 2014

Tivoli Rectangular Dining Group

Circle Reader Service No. 51

INSIGHT

THE PELLET PIONEER The Harman brand keeps growing as consumers seek powerful and efficient heating solutions for their homes. by CHERISE FORNO

Left: The P-series pellet stove with brushed-stainless trim Right: The XXV pellet stove

As Harman Stove Company (Halifax, Pennsylvania) celebrates its 35th anniversary, it still adheres to its original motto: Built to a Standard, Not a Price. After entering the hearth market with heavy-duty coal and wood stoves, furnaces, and boilers, Harman added pellet stoves in the 1980s, and eventually expanding to offer gas products. Due to its award-winning advances in pellet-stove technology, Harman continues to be associated with this category, and the company expects these products to perform exceptionally well this season. Karen Smeltz, senior product manager for Harman, says, “Pellet stoves continue to be a popular choice for consumers who are looking for an efficient way to heat their homes, and this is likely to increase as we continue to educate the public about the benefits of heating with pellets.” Homeowners want efficient products with convenient features, so Harman focuses on innovative products. “Consumers want products that are easy to use, with controls that take the guesswork out of operating a pellet stove—and millennial homeowners, especially, are used to touchscreen technology,” Smeltz says. The new Harman EASY Touch 52

control meets this demand; it features a touchscreen and interactive controls that communicate information such as fuel use and when (and how) to clean the stove. “It’s easy, accurate, and smart, and it provides yearly savings on heating. It’s ideal for users who want minimal interaction with their heat sources, but also great for techies who love data and like to know their fuel calculations,” Smeltz says. Because consumers want powerful products that are easy to maintain, Harman has created pellet stoves that are easy to care for, load, and operate. “We are constantly making our pellet stoves even easier to own, and our top priority is designing a product that does not need to be cleaned as often as others—and ensuring that when it does need cleaning, that’s fast and easy,” Smeltz says. Harman prides itself on manufacturing efficient, low-emissions pellet stoves without sacrificing stove performance. Harman’s commitment to environmentally responsible products that are stylish and powerful stems from the desire to give customers high-quality products that create energy savings (and tax credits) while being socially responsible. “In terms of technology, Harman leads the industry with the PelletPro™ technology feed system,” Smeltz says. “This bottom-up system has been at the heart of our pellet stoves since we began making them,

Patio & Hearth Products Report September/October 2014

and it’s unrivaled in its ability to burn pellets of any grade.” Harman uses ESP exhaust-sensing probe technology, which provides superior temperature control—keeping homes within a degree of the set temperature. “Paired with the new EASY Touch control, these two technologies help Harman maintain its commitment to engineering excellence and lead the industry, in terms of efficiency and technology,” Smeltz says. The P43 and P68 pellet stoves continue to be top sellers for Harman, while the entire P-series maintains its popularity. Harman has added features (such as mirrored glass and color controls) while keeping the price the same. The powerful P68 is the largest P-series stove, with a 76-pound hopper capacity and an output of 68,000 Btu that heats up to 3,900 square feet. For the past 10 years, the XXV cast-iron pellet stove has been a top seller, but demand for it has increased with the addition of color options this year. The XXV pellet stove is available in a variety of styles and in porcelain finishes that include black, dark blue, and frost. The Accentra 52i pellet insert, however, “is, hands down, our champion,” Smeltz reports. “It has always been a very popular model, and sales soared, last year, based on several enhancements—including increasing Btu output to 52,000 and cutting the cleaning time in half.”

Smeltz expects the P43, P68, XXV, and Accentra stoves and the Accentra 52i insert to be in high demand throughout the coming burn season. “We’re about to debut the new Absolute43 pellet stove with the EASY Touch control, and we anticipate that its innovative technology will attract a new audience,” Smeltz says. In the wood-burning category, cast-iron stoves with legs are the most popular items, but Smeltz has noticed a trend leading away from elaborate detail in design. She explains that this movement toward simpler designs is growing as consumers select models that can work with a wide variety of decor and complement many more styles. Smeltz stresses that feedback from Harman dealers plays a vital role in product development (and the brand’s overall success). She adds that being acquired by Hearth & Home Technologies in 2007 benefited Harman because it has access to the resources of a large corporation—while operating as a familyoriented business. Harman will continue to bring new products to market. “Through the past 35 years, we’ve remained committed to continuing innovation to ensure that we’re providing powerful, efficient products,” Smeltz says. “We want to build on that legacy by continuing to develop and manufacture products of uncompromising quality that drive profitability for our dealers and provide heating solutions for consumers,” she adds. “We are constantly evaluating our dealers’ and consumers’ needs to make stoves that are win–win products for everyone.”

Circle Reader Service No. 53

INSIGHT

THE GREATER OUTDOORS Surya expands its outdoor offerings as consumers pour money into accessorizing their backyards and patios. by CHERISE FORNO

Surya, a renowned manufacturer of highquality area rugs and home accessories for more than 35 years, is now expanding its Surya Outdoor product line. Kathleen Bowley, public-relations and communications manager for Surya (Calhoun, Georgia), explains that the company had previously offered indoor/outdoor rugs, but it decided to expand these collections to include poufs, pillows, and other accessories. According to Bowley, it made sense to increase the company’s range of outdoor products because Surya is experienced in crafting versatile products for every space. In order to increase the focus on this outdoor category, Jim Levine was recently appointed as vice president of Surya Outdoor to oversee the division and to help continue to add new offerings and high-quality constructions specifically designed for outdoor use. “It was natural to expand into outdoor accessories,” Levine says; he joined the company in May 2014, bringing years of experience to the effort to expand Surya Outdoor. “Now, we’re really making that bigger push to be a main provider of accessories,” Bowley says. In September, Surya Outdoor introduced a number of outdoor products such as hurricane lamps, planters, and new fabrics. The company is working to expand its outdoor efforts significantly for its specialty outdoor stores, she adds. Surya Outdoor is focusing heavily on creating outdoor-lighting products because there is a large void in the market that Surya is striving to fill. Levine notes that there will be more surprises and product releases to follow, later this year. “We really 54

intend to be a one-stop shop for all outdoor accessories,” he says. Bowley explains that Surya is replicating the wide variety of designs available in indoor products for the outdoor line—including floral, geometric, and coastal patterns, as well as other designs that appear in the vast indoor line. “The goal is to offer that same variety of styles in outdoor products,” Bowley says. She states that in addition to being stylish, Surya Outdoor products are also designed to be easy to care for and durable. Two ways to ensure the creation of high-quality outdoor products are to incorporate designs from the company’s indoor products and to use many of the same designers, such as Kate Spade, to create patterns and materials that work for outdoor products and accessories. One popular offering, the picnic line, features poufs and rugs constructed of 100% recyclable materials. The line, which also includes several reversible pillows, features eyecatching patterns and colors. “Those have been very well received, and we’re expanding that,” Bowley says. Another important objective of Surya Outdoor is to create a seamless transition from indoor to outdoor spaces by producing designs that complement indoor patterns and textures. “We are focusing on creating the breadth and depth in our outdoor offerings that we have in our indoor offerings,” Bowley says.

Patio & Hearth Products Report September/October 2014

One trait that sets Surya Outdoor apart is its strong inventory; the company’s luxurious products can be shipped to customers within 48 hours. “Nobody else can do that,” Levine says. In order to continue to keep such a large inventory of the company’s approximately 30,000 products, Surya began building a new million–square-foot warehouse and office headquarters in Cartersville, Georgia, in August. This warehousing space will be instrumental in the fast, efficient delivery of the increasingly popular Surya Outdoor line. In addition to creating high-quality, visually stunning products, Surya is also committed to being socially responsible. By upholding safe working conditions, paying fair wages, providing educational scholarships, supporting women’s initiatives, and donating time and money to multiple charities, Surya gives back to each community in which it is involved. “We are committed to giving back to the communities where our weavers and artisans reside in Northern India,” Bowley says. Surya employs 50,000 weavers and artisans in the area surrounding Ugapur, Uttar Pradesh, India, and the company gives back in more ways than by paying a fair wage. Each year, Surya sponsors high-school scholarships for 200 Indian girls through the East Meets West program. By working with the Akshaya Patra program, the company also provides 7,300 rural schoolchildren

Top: Surya’s new accessory offerings feature bold, eye-catching designs Left: The Lattice pouf

with nutritious lunches. “We do projects not only overseas, but obviously, locally as well,” Bowley says. Surya participates in local charities that benefit food-bank clients, veterans, and other U.S. residents. Surya employees recently volunteered at a Habitat for Humanity home built in Calhoun. In recognition of its extraordinary company practices and products, Surya received a 2014 Icon Honors™ Award for Technology Innovations. Surya’s extensive social-media presence and strategy were recognized with the award; in 2013, the company reached 100,000 likes on Facebook; had 5,000 Pinterest followers; and launched an Instagram page. The company also received a 2014 Best of Floor Award (its third) from the AmericasMart® (Atlanta, Georgia) for its outstanding display in a permanent showroom. According to Bowley, Surya is excited about its future. She says, “It will continue to maintain its strong commitment to giving back to the community and creating beautiful indoor and outdoor products—while enriching employees’ lives, giving to charity programs, and crafting ecofriendly products (with unparalleled quality construction) to enhance customers’ indoor and outdoor spaces.”

Circle Reader Service No. 55

LAST WORD

BRING ON THE CHILL Selkirk Corp. longs for another cold winter to boost sales of its venting products. by GREG THOMPSON

If executives at Selkirk Corp. had their way, the famed groundhog of Punxsutawney, Pennsylvania, would see his shadow every year, increasing the chances (in weatherprediction folklore) of a longer winter. Selkirk makes venting solutions for heating units, so it thrives in frigid weather. Sean Spellman, product manager for Selkirk’s Residential Vent and Chimney division, says that his company benefited from the relatively long winter of 2013–2014, but that prosperity has also spread throughout the industry. “I think the whole hearth market has rebounded a bit, and that has taken a lot of people by surprise,” Spellman says; he spends time supporting the company’s two head offices (in Grand Rapids, Michigan, and Stoney Creek, Ontario). Selkirk credits some of that boost to pent-up demand among hearth installers and homeowners who want to heat their homes efficiently. “There has been substantial growth in wood, gas, and pellet appliances being sold,” Spellman says. “Pellet fuel, in particular, has become more of a reliable heat source and is generally more available. The harsh winters have forced people to look at alternative appliances. Pellets attract some buyers when there is a lot of volatility with other types of fuel.” In 2014, that volatility has led homeowners to say that gas is not the only fuel that they are interested in, according to Selkirk. While the growth of gas and the relatively wide distribution of natural gas have picked up steam, the company

every type of installation and application is different. We try to be a source for all of them—and do it very well, every time.”

adds, we should not rely on gas (or any other fuel) alone; no one fuel fits all needs. Instead, retailers should have appliances and ventilation available for all fuels: There is still considerable demand for fuels such as wood, pellets, oil, and coal. At Selkirk, the type of fuel chosen is ultimately irrelevant— because the company has venting solutions for any fuel. For customers, the choice depends on the area to be heated. Those who choose to rely on natural gas, for example, would be likely to use Selkirk’s concentric Direct-Temp

Patio & Hearth Products Report September/October 2014

venting, which fits most appliances and applications. On the other hand, a customer in a cabin (away from gas-supply lines) might choose abundantly available wood. “We have all the venting systems and chimneys for wood appliances, but there’s not really one fuel that we prefer,” Spellman says. “We devote resources to all the fuels because

NEW OWNERSHIP Change is never easy, but a smooth transition is taking shape in the wake of the acquisition of Selkirk (part of a broader group of companies, Air Distribution Technologies Inc.) by Johnson Controls Inc. (Milwaukee, Wisconsin). The $1.6 billion deal, finalized in June 2014, made Selkirk part of a global, multiindustrial company. As one of the largest and strongest independent providers of air-distribution and ventilation products in North America, Selkirk was a natural for Johnson Controls, a powerhouse that has made seven acquisitions over the past four years. Upon completion of the transaction, Johnson Controls acquired 48 locations with more than 7,000 employees who produce a broad range of air-distribution products under well-known brand names such as Hart & Cooley®, Ruskin®, Titus®, Krueger™, PennBarry™, Tuttle & Bailey®, and Selkirk. “Everyone at Selkirk is excited and eager to work with Johnson Controls to build even better products and better service,” Spellman says. “Johnson Controls is a pioneer and market leader in the HVAC industry, and Selkirk has numerous offerings that contribute to the HVAC industry. We’re confident

Selkirk Corp. is recognized throughout the hearth industry for its wide selection of high-quality chimney, venting, and air-distribution products

that further innovation and opportunities from our synergies with Johnson Controls will help Selkirk grow and better meet the needs of our customers.” Selkirk’s 2014 commitment to better lead times for multiple product lines has not changed with the acquisition. For now, the lead-time improvements focus mainly on the HVAC side (with grilles and diffusers) and on gas venting. “We’ve started our lead-time reduction initiative for HVAC wholesale customers and will carry these service enhancements over to the hearth-customer base,” Spellman says. “We are actively working to improve our distribution strategy on all vent and chimney products, which affects hearth dealers and improves when and where items are stocked, as well as the overall service level.” A NEW GAS-VENTING SYSTEM Efficient, effective venting is essential to safe (and enjoyable) heating, but the precision-fitted appliances so meticulously fashioned by Selkirk are largely unseen. Installation and HVAC experts know quality when they see it, though, and it often falls to these people to spread the word to specialty retailers. This year, when Selkirk released Polyflue™ (a new polypropylene-flue gas-venting system for gas-fired heating appliances in ANSI categories II and IV), people in the know recognized the product’s quality and utility. Polyflue has a higher safety factor than PVC or chlorinated PVC (CPVC) pipe, used on the same heating appliances, and Polyflue also permits faster, cleaner installations than are allowed by PVC or CPVC. Those who began selling and recommending Polyflue realized early that it could be sourced through HVAC and plumbing wholesale-distribution channels. At present, it is the only polypropylene venting system that is compliant with the complete ULC S636 test standard, at zero clearance to combustibles, at a maximum flue-gas temperature of 230 degrees (110 degrees Celsius). It is also the only polypropylene venting system that allows the required locking bands to be installed during or after the installation of the vent system, for maximum installation flexibility. Another advantage is that Polyflue can be installed in existing

unused masonry chimneys or type B gas-vent systems, making it possible to take advantage of either as a chase for the polypropylene installation. Selkirk can vent gas appliances in many different ways because these appliances usually have a lower Btu output than wood-burning stoves. “The gas appliance will drive exactly

what type of system that you should use to exhaust your system properly,” Spellman explains. “Several options are available—from concentric direct vent to type B gas vent to even highefficiency venting—using high-grade stainless-steel alloys, under our special–gas-vent offering.” The options are many, and they can

sometimes be tricky to install. Selkirk believes that the importance of professional installers is not always recognized—even among specialty dealers. “Professional installers are certified and will install appliances and vent systems with the proper amounts of safety and quality,” Spellman stresses. continued on page 88

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Circle Reader Service No. 57

September/October 2014 Patio & Hearth Products Report

CASUAL MARKET ROUNDUP

A POSITIVE MOOD PREVAILS by CAROL DAUS photography by ROB BAKER

A record-setting cold stretch added an invigorating spirit to this year’s Chicago International Casual Furniture & Accessories Market™, held September 16–19 at the Merchandise Mart. Retailers and manufacturers from California (with the hottest and driest summer on record) especially appreciated the Windy City’s cool, fall-like weather. The overall mood was optimistic as specialty retailers researched and purchased products for the 2015 season. The attendees were pleased to be part of the most comprehensive showing of furniture and accessories in North America. As in the past few years, firepits and fire tables were some of the most talked-about items on showroom floors. An exciting array of accessories took center stage as the industry responds to consumers’ desires to design outdoor spaces that resemble fully appointed interior rooms. Contemporary collections also received a lot of attention, with young and old consumers continuing to show interest in sleek, trendsetting designs. Pictured here are exceptional exhibitors who devoted long hours to this year’s show. Patio & Hearth Products Report would like to thank them for being such a vital force in the casual-furniture industry.

Windward Design Group From left: Amber Schinas, Marc Morales, Carrie Morales, Darla Dozier, and Andrew Neal

Big Green Egg Lou West (left) and Jerry Stone

Patio & Hearth Products Report Tony Ramos

Foremost Group/Veranda Classics Daniel Jelley (left) and Neil Streitfeld

Patio & Hearth Products Report September/October 2014

Glen Raven/Sunbrella From left: Greg Voorhis, David Swers, and Alexis Maklakoff

Galtech Jeff Leisen

Couristan Ron Couri

Gold Eagle/303 Products Ashley Strubel (left) and Lindsay Malinowski

The HammockSource From left: Reid Roney, Kyle Williams, Walter Perkins III, Brett Guarino, and Jay Branch

The Outdoor GreatRoom Company Joey Shimek

Jensen Leisure Furniture Hlodver Olafsson and Janet Wansor

California Outdoor Concepts Clint Blevins

Sunset West Wes Stewart

Tropitone Tanya Stevens and Demetrius Linebarger

Leisure Design Robert Burrows

Homecrest From left: standing, Tim DeJong, Mike Bullinger, and Michael Mettendorf; seated, Kelly McComb, Stacy Brichachek, and Marilou Heltemes

NorthCape Bill Wenzel (left) and Tom Murray

Beka Casting From left: Maggie Bederian, Raffi Dayian, and Houri Bederian

FiberBuilt Umbrellas From left: Sonja Knapp, Paul Knapp, and Debbie Maytidu

Mallin Casual Furniture Brenda Pereyda

Agio Bob Gaylord

September/October 2014 Patio & Hearth Products Report

CASUAL MARKET ROUNDUP

Telescope Casual Bill Vanderminden (left) and Henry Vanderminden IV

Lloyd Flanders Dudley Flanders

Peak Season Tim Le Roy

Solair David Heiman

Brown Jordan Outdoor Kitchens/Danver Mitch Slater

Kingsley-Bate Clay Kingsley

OW Lee From left: Paul, Leisa, and Terri Rogers

Patio Renaissance From left: Mark Gorr, Andrea Dibello, Edie Love, and Albert Lord

Gensun Casual Living From left: Lynn Hanson, Jan Trinkley, Priscilla Trinkley, Sherry Cai, Lisa Zhou, Lynn Liu, Christy Dase, and Kelsey Puels

Treasure Garden Margaret Chang

Patio & Hearth Products Report September/October 2014

Treasure Garden Jeff Dorough

Alfresco Home Joseph Cilio

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WHAT’S NEW

6 HOT PRODUCTS TO SELL NOW California Outdoor Concepts | www.californiaoutdoorconcepts.com Long and lean in chat height, the Carmel coffee table is reminiscent of the meticulously manicured gardens of Carmel’s Carmelite Monastery. With strong legs, smooth sides, and an explosion of fire at the glass-filled rectangular burner, it will impress and endure. It’s available in lustrous tones of black or brown, plus four granite options and 11 different colors of glass—and you are in charge of them all.

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The Companion Group | www.companion-group.com Vertical roasting with liquids makes for the juiciest meal, and the Turkey Infusion roaster preserves those flavorful drippings. The rack has handles for moving it and a wide base, with an angled infuser for stability. The stainless-steel roaster holds a turkey of up to 16 pounds and is safe for the oven and grill. Free up valuable oven space by cooking your Thanksgiving turkey on the grill.

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European Home | www.europeanhome.com A 7-foot 8-inch (95-inch) viewing area and three burners are the main features of the striking Modore 240. This long, sleek fireplace, available in single-sided and see-through versions, has a double-burner system so that flames can be turned down by over half. The flame height can be adjusted as well; powered venting is optional.

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Glen Raven/Sunbrella | www.sunbrella.com Already known for its water resistance, Sunbrella® fabric is now offered as Sunbrella Rain, a 100% waterproof version of the legendary upholstery fabric. The fabric features a back coating that is completely waterproof when cushions are constructed according to preset guidelines, preventing water from getting inside the cushion. This unique fabric offers a quick-dry solution that allows people to continue lounging immediately, once the rain has stopped.

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OW Lee | www.owlee.com New Emblem throw pillows from OW Lee are inspired by exotic world destinations and coordinate with selected OW Lee fabric collections. The nine beautiful, exclusive designs that make up this series are woven into the background, as a part of the fabric, for superior durability and detail. The pillows measure 19x19 inches and come with a specified back fabric and welt. Custom options are available as well.

Innovative Hearth Products | www.astria.us.com Multicolored flames and effortless operation set the Astria™ Arcturus apart from the rest. This handsome linear electric fireplace is modern and unique, yet low operating costs and easy installation make it an economical choice. Select amber-red flames or deep-blue flames, or let both flutter harmoniously to create a deeper, more vibrant fire. The flame and heater also operate independently, allowing you full control of the look and comfort of your room. 62

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Patio & Hearth Products Report September/October 2014

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PRODUCT PROFILES Elegance Elegance, one of NorthCape’s new collections for the 2015 season, has been quite a hit. The curvaceous arms and transitional design combine with a beautifully variegated Aspen weave to provide showstopping appeal. Featuring welted, double-button cushions in your choice of premium outdoor fabric, the Elegance collection is also a great collection to incorporate mixed-medium options such as fabric cubes or antique ship wood. As the company says, when you’re looking for style, comfort, and value, take a fresh look at NorthCape. Contact: www.northcapeoutdoor.com. Circle Reader Service No. 96

Brown Jordan Outdoor Kitchens Brown Jordan Outdoor Kitchens offers the widest range of storage and organizational cabinetry in the industry. The cabinets are fabricated with commercial-grade, 20-gauge stainless steel and are available in 24- and 27-inch depths. Cabinet features include concealed stainless door hinges, solid-core doors, trash pullouts, fixed and sliding shelves, soft closing, self-closing drawers, and leveling legs. Cabinets are available in a wide selection of powder-coat finishes. Contact: www.brownjordanoutdoorkitchens.com. Circle Reader Service No. 97

Heatilator Crave Modern luxury is now available at an affordable price, with the new Heatilator Crave. All the essentials for a complete modern design come standard, and multiple upgrade options let consumers customize the look. It’s available in 36-, 48-, 60-, and 72-inch models. Contact: www.heatilator.com. Circle Reader Service No. 98

Ambiance AEI proudly announces the introduction of the Ambiance stainless-steel fire feature (PC14SS), adding to the most complete offering of outdoor comfort heat available from any single source. Ambiance’s features include a 4-inch Ambi-Fire borosilicate-glass tube, the Ambi-Glo emitter-grid system, the Pyromid ceramic-burner system, and Ambi-Brite reflectors (at all three corners) to enhance the dancing flame. Ambiance is backed by AEI Corp., which is celebrating its 48th year in the premium–gas-grill and outdoor–comfort-heat industries. Contact: www.aeicorporation.com. Circle Reader Service No. 99

San Marino The sophisticated San Marino collection has been expanded to include sling, padded sling, and the extremely popular woven seating options. A matching high-back dining chair, high-back swivel rocker, high-back swivel rocking lounge chair, swivel barstool, swivel balcony stool, ottoman, and chaise round out this collection. Contact: (866) 964-4468 or www.gensuncasual.com. Circle Reader Service No. 100

Grace Sling Collection Inspired by understated elegance and contemporary design, a reinvigorated Homecrest offers the Grace Sling collection (contemporary Grace deep seating is also available), offered in 14 frame-finish options and shown here with Homecrest’s new two-tone slat Dockside dining-table collection. Grace Sling was a huge hit at the Chicago International Casual Furniture & Accessories Market™. Contact: www.homecrest.com. Circle Reader Service No. 101

Patio & Hearth Products Report September/October 2014

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PRODUCT PROFILES Carmel Square

Big Green Egg Custom Cooking Island Big Green Egg’s custom cooking islands are designed and engineered to work perfectly with the EGG for years of enjoyment. The custom cooking island features high-quality aluminum and steel construction, with solid-stainless door pulls; heavy-duty roller drawers; ample storage cabinets for charcoal and utensils; locking casters; and a durable, weather-resistant, powder-coated finish—and it comes with a lifetime warranty. Contact: www.BigGreenEgg.com.

The Carmel Square captures the majestic glory of the rugged coastline and sturdy redwoods that encompass Carmel and Big Sur. As with other styles in this series, the Carmel Square will cause you to start California dreaming. The unit features a granite top large enough for you to put down your wine glass, pull up your club chair, and kick back with your friends as you solve the problems of the world. Look down at the fire in its large, square burner while you ponder fireglass choices or politics. This time, either one leaves you happy and satisfied. Contact: (877) 274-6773 or www.californiaoutdoorconcepts.com.

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A La Cart Deluxe Barbecue Cart

DP42: 42-inch Dry Pantry The DCS dry pantry offers a consistent, professional design with ultrapremium indoor features that help create a truly cohesive and functional kitchen. It’s an ideal place to store all of your outdoor essentials, dry goods, cookware, counter finishes, and anything kept in your indoor pantry. Contact: www.dcsappliances.com. Circle Reader Service No. 103

Original Pawleys Island Coastal Cushion Chair Part of the new Original Pawleys Island® Rope Hammock furniture line, this uncommon porch chair is crafted of solid Durawood™ HDPE lumber manufactured from recycled plastic milk jugs, with a Sunbrella® cushion of interstitched pillows filled with polyester hollowfill fiber made from recycled plastic drink bottles. The Coastal cushion chair also features marine-grade, rust-resistant, 316 stainless-steel hardware and uncommonly secure joint connections, for some of the most stable outdoor furniture available today. Lumber comes in a choice of three colors; fabric, in a choice of three colors/patterns. Contact: (800) 334-1078 or www.thehammocksource.com. Circle Reader Service No. 104

Patio & Hearth Products Report September/October 2014

It’s simple to create your ideal barbecue cart with the A La Cart Deluxe. The A La Cart series allows you to select the cart size and storage space you need and match it with the Cal Flame barbecue grill of your choice. The A La Cart Deluxe comes with two drawers for storage and a bottom compartment for propane-tank storage or additional space, and it includes a bonus accessory package. It fits a standard single flat side burner. All A La Cart barbecue carts require assembly; the grill head and side burner are not included. Contact: www.calflamebbq.com. Circle Reader Service No. 106

Heritage Char Ventfree Log Set Heritage Char from Hargrove is the newest addition to the company’s growing line of vent-free gas logs. The massive logs in the Heritage Char set are designed to fill any fireplace nicely. A large ember bed is achieved by using the Ember-Trio burner system. Heritage Char is available in 18-, 24-, and 30-inch sizes for natural gas or LP and is offered with a manual, millivolt, or variable-flame option. Contact: (800) 725-4166 or www.hargrovegaslogs.com. Circle Reader Service No. 107

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PRODUCT PROFILES FPT-R1050T Firepit Enhance the ambience of your outdoor-living space and create a relaxing home resort with this contemporary firepit. The FPT-R1050T includes a four-piece firelog set and lava rocks; its stainless-steel burner emits 55,000 Btu using LP or natural gas. Its piezo ignition system is a battery-powered electronic-ignition on/off switch. You can customize the firepit with your choice of Ameristone™ stucco in five different colors, eight cultured-stone styles, and accent trim with porcelain tile or natural-stone tile. Contact: www.calflamebbq.com. Circle Reader Service No. 108

Bar Harbor

Broil King Monarch Series The Broil King® product line has a grill for every budget, and the newly designed Broil King Monarch™ series offers great value and legendary cooking performance in a compact size. For 2014, the redesigned Monarch series features a larger cookbox, three Dual-Tube™ stainless-steel burners, and heavy-duty cast-iron cooking grids. An enclosed cabinet base and fold-down side shelves make the Monarch an ideal choice for consumers with small patios or balconies. Contact: (800) 265-2150 or www.broilkingbbq.com.

Who’s ready for a beautiful furniture set that incorporates the best features of yesteryear, updated with a hot new resin and punchy fabrics? The Bar Harbor collection, one of NorthCape’s newest offerings for the 2015 season, features a gorgeous, rustic HDPE resin over a commercial-grade aluminum frame and single-button, pillowback-style cushions that are comfortable, beautiful, and supercool. Contact your NorthCape representative today for more information. As the company says, when you’re looking for style, comfort, and value, take a fresh look at NorthCape. Contact: www.northcapeoutdoor.com. Circle Reader Service No. 109

Northstar Retro Cool

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AH Luxury Clean-faced Fireplace American Hearth continues to build on its good-better-best fireplace lineup with the introduction of a luxury version of its popular Madison clean-faced fireplaces. Luxury models—available in 36- and 42-inch sizes—get a larger, 10-piece log set atop a completely new burner (with an extended ember bed). Interior accessories include ceramic-fiber liners in cottage brick, old-world stone, and black porcelain—plus hammered-metal andirons. Other options include overhead lighting and an automatic blower. Designed to comply with 2015 safety requirements, the fireplace’s large ceramic-glass window is recessed slightly, so the face remains flush with the surrounding walls, even with the screen barrier in place. Customers must purchase the basic black screen or one of two decorative fronts (with screens) scheduled for introduction prior to January. Homeowners can choose millivolt or intermittent-pilot models in LP or natural-gas versions. Contact: www.americanhearth.com.

Bigger is better: The new model 1958 French-door fridges from Elmira Stove Works have a 24.8–cubic-foot capacity. They’re retro outside, with 21st-century features inside. They have ice makers and filtered-water dispensers and are Energy Star compliant. They are also available in cabinet depth. Contact: www.ElmiraStoveWorks.com.

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Patio & Hearth Products Report September/October 2014

Sunbrella Terry Sunbrella® terry is a luxurious, knitted upholstery fabric that combines the ultimate in texture, stretch, and performance. The fabric is ideal for a variety of applications, including decorative pillows and upholstery, and it provides a unique textural component not usually found in traditional outdoor fabrics. The Sunbrella terry collection includes 14 colors: parchment, beige, wren, cocoa, dove, char, navy, mineral, spa, moss, herbal, wheat, pumpkin, and nutmeg. Contact: www.sunbrella.com.

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PRODUCT PROFILES BC25: 25-inch Beverage Chiller

Flexible Natural Stone

Entertain your guests with a professionally designed and culinary-created beverage chiller by DCS. The 25-inch beverage chiller is a fully insulated compartment that can hold up to 17 gallons of ice to chill your refreshments. Its deep depth can comfortably hold sitting longneck-bottled beverages and wine bottles. It’s a perfect beverage solution for your outdoor kitchen. Contact: www.dcsappliances.com.

MLW Stone introduces flexible natural stone. This revolutionary new slate product comes in 2x4-foot sheets and a 1- to 2-millimeter thickness and is offered in eight different color choices. The thin slate veneer is ultralight, easy to bend, and ideal for use on

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curved walls or as a fireplace facing. Other applications include outdoor-kitchen islands, firepits, grill stands, mantel accents, entertainment centers, and

Expanded Gas Firepit Collections Gensun Casual Living has expanded its firepit offerings to 29 different configurations by adding dining and balcony heights (along with a new, larger 52x72-inch size) to its popular line of firepits. Four unique top designs—Florence, Grand Terrace, Madrid II, and Paradise—will coordinate with all of the company’s collections, making the outdoor room even more inviting. Contact: (866) 964-4468 or www.gensuncasual.com.

more. Please request samples today and consider the possibilities. Contact: (800) 477-7665, henry@mlwalker.com, or www.mlwstone.com. Circle Reader Service No. 117

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Vision The award-winning Vision is the industry’s first and only see-through wood-burning stove. It’s noncatalytic and EPA approved, with very low emissions (averaging 3.6 grams per hour). The firebox is made of high-grade stainless steel, for a quicker heat transfer and more durability. It comes completely assembled, with two heat-activated blowers, a sealed ash pan, a built-in barbecue grill, and a patented automatic air control. The user can load this stove on either side. Its maximum log size is 24 inches. Contact: www.supremem.com. Circle Reader Service No. 116

Patio & Hearth Products Report September/October 2014

Palms/Navy (3990/0980) This beautiful new rug from the Covington collection is made of 100% fiber-enhanced Courtron™ polypropylene and features exquisite handhooked construction. Water resistant and mold/mildew resistant, it provides durable performance in frequently used spaces inside and outside the home. Its approximate pile height is 0.25 inches. Contact: www.couristan.com. Circle Reader Service No. 118

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PRODUCT PROFILES Ambiance Antique Bronze AEI proudly announces the introduction of the Ambiance antique bronze fire feature (PC14AB), adding to the most complete offering of outdoor comfort heat available from any single source. Ambiance’s features include a 4-inch Ambi-Fire borosilicate-glass tube, the Ambi-Glo emitter-grid system, the Pyromid ceramic-burner system, and Ambi-Brite reflectors (at all three corners) to enhance the dancing flame. Ambiance is backed by AEI Corp., which is celebrating its 48th year in the premium–gas-grill and outdoor–comfort-heat industries. Contact: www.aeicorporation.com. Circle Reader Service No. 119

Maguire Dining Collection Agio continues to lead the industry with classically styled collections that are in demand on showroom floors. The Maguire dining collection features a rectangular porcelain tile-topped table with unique aluminum accents. Coordinating seating includes beautifully scrolled arms, long-lasting sling fabric, and two 360-degree swivel chairs. Contact: www.agio-usa.com. Circle Reader Service No. 123

Fireview Cookstove Cook dinner. Heat the house. Enjoy the fire. The high-efficiency Fireview wood-burning cookstove from Elmira Stove Works has a 60,000-Btu output; a large, 3–cubic-foot oven; and optional side gas burners. It’s the latest advance in the way things used to be. Contact: www.ElmiraStoveWorks.com.

Sky T by Element4 The Sky T is a stunning, see-through, direct-vent gas fireplace that is 5 feet tall. It is produced by Element4 BV, award-winning fireplace manufacturer from the Netherlands, and is imported by European Home for installations in North America. Contact: (781) 324-8383 or www.europeanhome.com. Circle Reader Service No. 120

The Duet

Blaze King’s Princess insert is the most efficient wood insert on the market today. With a deep firebox, frequent emptying of ashes is a thing of the past. An installer-friendly design includes a 45–degree-angle draft hood, permitting easy liner connections. Blowers are standard, and two shroud sizes are available for different fireplace openings. With a 2.54–cubic-foot firebox, emissions of a mere 2 grams per hour, and proven catalytic-combustion design, the Princess insert has a 10-year 100% warranty on the combustor. Efficiency levels are 80% (higher heating value) and 86% (lower heating value). Contact: (509) 522-2730 or www.blazeking.com.

Along with the Vision, the first and only EPA-approved see-through stove, this year, Supreme introduced a clean-faced, noncatalytic, EPA-approved see-through fireplace. With low emissions (averaging 3.6 grams per hour), the Duet is the industry’s cleanest-burning and largest see-through fireplace—big enough to accommodate 24-inch logs. This fireplace is highly efficient, with output tested at 100,000 Btu per hour. It comes completely assembled, with two heat-activated blowers, a sealed ash pan, and a built-in barbecue grill. Both doors are functional, which allows the user to load the fireplace (or cook) from either side. The Duet also can be installed with one side indoors and the other side outdoors. The fireplace has three patents, including one for the air control. Contact: www.supremem.com.

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Princess Insert by Blaze King

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Patio & Hearth Products Report September/October 2014

Original Pawleys Island Coastal Rope Chair Part of the handsome new furniture line from 125–year-old master hammock makers Original Pawleys Island® Rope Hammock, this inspired porch sitter is crafted of solid Durawood™ HDPE lumber manufactured from recycled plastic milk jugs, with a handwoven seat of all-weather, cottony-soft synthetic three-ply rope. The Coastal rope chair also features marine-grade, rust-resistant 316 stainless-steel hardware and uncommonly secure joint connections, for some of the most stable outdoor furniture available today. Lumber comes in a choice of three colors; rope, in a choice of eight colors. Contact: (800) 334-1078 or www.thehammocksource.com Circle Reader Service No. 126

XXLarge EGG

The Edgemont lift-off door kit is now available for the Legend G3.5 insert series, and it is available in bronze, brushed nickel, and vintage iron. This beautiful lift-off door collection offers a fresh, new, clean look for the Legend G3.5 insert series. The Edgemont seamlessly integrates the company’s fine-mesh barrier screen into a one-piece, laser-cut, four-sided door. The backing plate is included and features a powder paint finish with crafted corner detail. Contact: www.valorfireplaces.com.

The biggest green EGG of them all—the unrivaled XXLarge EGG—can easily handle meals for family reunions or cookouts with large groups, and it is more than large enough to meet restaurant and catering needs. You’ll need a crowd to tackle all of the ribs, steaks, and burgers that this EGG can handle—all at once. You can even roast a suckling pig. Explore all the culinary possibilities with the new XXLarge EGG. Contact: www.BigGreenEgg.com.

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Valor Edgemont Door Kit

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September/October 2014 Patio & Hearth Products Report

PRODUCT PROFILES Empire’s Outdoor Linear Fireplace

Heat & Glo MEZZO The new Heat & Glo MEZZO series is modern design—redefined. It’s all about the details: no gaps, clean finishing, and quality. Clean and luxurious, it’s available in 36-, 48-, 60-, and 72-inch single-sided and see-through models. Contact: www.heatnglo.com. Circle Reader Service No. 129

Control-system Concealer

Stainless-steel construction, an integrated LED lighting system, and a 55,000–Btu burner ensure that Empire’s 48-inch outdoor linear fireplace will light up your patio party for any occasion. An exciting addition to the Carol Rose Coastal collection of outdoor fireplaces, this all-new model conceals its gas burner beneath a large bed of clear-frost crushed glass. While the flames dance atop the bed of glass, the lighting system illuminates the glass from beneath. A tilt-up cover conceals all controls—including push-button ignition and a flame-control knob with high, medium, and low settings—plus intuitive buttons to control the changing pattern and color of the LED lighting. The buttons let you select from seven LED colors (deep blue, royal violet, cardinal red, sea green, forest green, tranquil blue, and white) and vary the intensity. Two program settings cycle through the colors automatically, either quickly or gradually. Contact: www.whitemountainhearth.com. Circle Reader Service No. 132

Hargrove introduces the low-profile control-system concealer (CSC). The CSC provides a solution to bulky electronic ignition systems normally installed next to gas log sets. The CSC hides the controls under a false floor, allowing the set to be more symmetrical in the fireplace. The CSC floor stands 2.5 inches tall and uses an electronic ignition system with a variable-flame remote control. It is offered in 18-, 24-, 30-, and 36-inch sizes for natural gas or LP and can be paired with any of the company’s standard burners. Contact: (800) 725-4166 or www.hargrovegaslogs.com. Circle Reader Service No. 130

Aesthetically Pleasing The low-profile heaters and low clearance requirements allow the fixtures to blend into any environment seamlessly. Infratech heaters represent a good balance among efficiency, heating performance, and low visual impact. Infratech heaters produce no harsh visible light or glare to spoil the mood or strain your eyes. Contact: www.infratech-usa.com. Circle Reader Service No. 133

Square Beadboard Planter

A Fresh New Look: 303 Protectant

New liquid-metal–coated planters from Danver Stainless Outdoor Kitchens are available in two material types: fiberglass or resin. They come in a wide variety of styles and options. Base metals are available in bronze, white bronze, copper, brass, iron, nickel silver, zinc, tin, and 316L stainless steel. These new planters are lighter in weight and less costly, as compared with solid-metal planters. They can be aged with a range of patinas to change color and texture, as well as sealed with hard-wax oil, lacquer, or clear coat. Contact: www.danver.com.

303® Protectant™ is recommended by leading surface manufacturers. 303 Protectant provides superior protection against harmful UV rays that can cause loss of mechanical properties, with discoloration, fading, embrittlement, cracking, and/or chalking. 303 Protectant’s unique technology restores lost color and luster, providing surfaces with a like-new appearance and leaving no oily or greasy residue. As the company says, 303 has your number. Contact: (800) 367-3245 or www.303products.com.

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Patio & Hearth Products Report September/October 2014

Sephora by Homecrest Homecrest is embracing a variety of new technologies with the launch of the Sephora fire-table collection. Featuring a custom-designed raised fire bowl, a new Icon tabletop, and innovative design, Sephora is sure to add the wow factor to any outdoor space. Shown is the Sephora chat table with a quartz top, a cognac base, and a mother of pearl bowl. Made in the United States, Homecrest fire tables are designed to offer incredible ambience and comfort. For 2015, Homecrest is offering the biggest single-year fire-table launch in the industry. Contact: www.homecrest.com. Circle Reader Service No. 135

Galaxy The award-winning Galaxy is the industry’s largest noncatalytic, EPA–approved, zero-clearance fireplace. It has a heating capacity of 2,500 square feet, with maximum output of 100,000 Btu per hour. The fireplace is available with different surround options and comes standard with two heat-activated blowers, a sealed ash pan, and a built-in barbecue grill. The Galaxy has a unique, patented air control that regulates combustion automatically. It also has a patented Easy-Light mechanism, which ensures a quick and easy start for the fire and helps keep the glass clean. Contact: anastasia@supremem.com, (877) 593-4722, or www.supremem.com. Circle Reader Service No. 136

Reclaimed Series (Porcelain Tabletops and Hearth Tops) OW Lee’s new Reclaimed series porcelain tops provide a beautiful wood-grain look in low-maintenance porcelain tiles and are available in three colorways. The Myrtle Beach tile has a subdued, whitewashed look, with undertones of rust and brown. Atlantic City’s cool blue-gray hue evokes a more weathered-wood feel. Venice Beach’s rich brown-and-taupe color provides a more rustic look. Contact: www.owlee.com. Circle Reader Service No. 137

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PRODUCT PROFILES Kolea Party Bar One of 16 bold, new collections to debut at the Chicago International Casual Furniture & Accessories Market™, Agio’s Kolea Party Bar collection gives retailers a new level of versatility to offer consumers. Kolea’s modular all-weather–wicker pieces include Party Bar sectionals that feature deep seating comfort and a unique, porcelain-topped serving bar for entertaining. Elevate your showroom and your sales with new, exciting looks from Agio. Contact: www.agio-usa.com. Circle Reader Service No. 138

A Fresh New Look: 303 Multi-Surface Cleaner

Terraza Cushion

303® Multi-Surface Cleaner™ is the only cleaner recommended by Sunbrella® fabrics. Specially formulated to rinse residue free, 303 Multi-Surface Cleaner provides excellent value and cleaning power without the use of harmful chemicals that could damage the fabric or stitching. It’s safe for use on all water-safe fabrics and surfaces; as the company says, 303 has your number. Contact: (800) 367-3245 or www.303products.com.

Mallin is proud to introduce the new Terraza collection, featuring a substantial cast frame with a nuanced, airy back. The perfectly ornate cast group represents the finest in luxury, sure to bring a regal presence to your backyard oasis. Contact: www.mallinfurniture.com.

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New Kent Rocker The new Kent rocker is a traditional-style porch rocker from U.S. designer Philip Behrens. The rocker is unusually comfortable and ergonomic for sitting, even without a cushion. The roble-wood components were intentionally built oversized, to provide a lifetime of heavy-duty service. This is a true heirloom rocker, constructed of 100% Forest Stewardship Council–certified, solid-roble heartwood timber. Roble has a smooth hand and a beautiful golden grain. The strength and durability of roble wood are similar to those of teak. The rocker is designed for outdoor use and is constructed using traditional mortise-and-tenon joinery. It ships disassembled, in a flat-pack carton. Contact: www.jensenleisurefurniture.com. Circle Reader Service No. 140

Infratech Comfort Heaters Whether for work or recreation, Infratech comfort heaters turn cold indoor and outdoor areas into comfortable, inviting spaces. The W-series heater incorporates a specially designed electric quartz heating element that produces safe infrared radiant energy. Radiant energy is only absorbed by solid objects and is not wasted heating the air. These heaters are suitable for ceiling-, wall-, or flush-mount installations, with minimal clearance required. Solid-state and analog controls are also available for intensity adjustment. Contact: www.infratech-usa.com Circle Reader Service No. 142

Astria Capella 27 Electric Fireplace Astria Capella™ 27 electric fireplaces offer the ideal solution for individuals who love the beauty and warmth of a true fire, but don’t have the extra space for a fireplace installation. The Capella 27 electric fireplace is Astria’s answer to automatic home comfort, with simple plug-and-play setup and easy-installation capabilities. Contact: www.astria.us.com. Circle Reader Service No. 143

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PRODUCT PROFILES

Voyager Series Galaxy Outdoor introduces the new Voyager series: a line of stylish outdoor products that includes a grill station, bar island, fireplace, fire table, firepit, and Kamado Rocket. All products match, with countertops made of heavy-duty granite slabs (1.25 inches thick). Customers are able to pick and choose to create the ultimate backyard. The Voyager series includes a 5-foot granite island and 32-inch grill with double doors and drawers; a 5-foot granite island and refrigerator with a pullout trash container; a 5-foot granite bar attachment; a 30x30-inch granite corner unit; a 56-inch round granite fire table with a door, a 16-inch firepan package, and fireglass; a 36-inch round granite firepit with a door, a 16-inch firepan package, and fireglass; a 68-inch fireplace with a 42-inch ventless stainless-steel firebox; and a Voyager-series–themed medium-sized Kamado Rocket. Contact: (702) 448-5600 or www.galaxyoutdoor.com. Circle Reader Service No. 144

Broil King Regal Pro Series For 2014, Onward Manufacturing Company has added the Pro series to its existing Broil King® Regal™ family of grills. Regal Pro series grills are loaded with premium features that provide unparalleled cooking versatility. The series features thick, tightly spaced stainless-steel grids that offer superior heat retention and searing power. The stylish stainless-steel cookbox provides excellent heat retention and long-lasting durability. The Regal Pro series consists of three models: Regal 590 Pro, Regal 490 Pro, and Regal 440 Pro. Contact: (800) 265-2150 or www.broilkingbbq.com. Circle Reader Service No. 145

Ascent Multi-View Napoleon introduces the new see-through (two-sided) and peninsula (three-sided) Ascent™ Multi-View direct-vent gas fireplace. With over 2,000 square inches in its viewing area, this impressive fireplace comes with a linear topaz glass burner or a designer fire cradle with topaz glass. It includes a standard safety screen, electronic ignition with battery backup, optional Newport panels or MIRRO-FLAME™ porcelain reflective radiant panels, and a remote control. Contact: www.napoleonfireplaces.com. Circle Reader Service No. 146

Colonial Collection The Outdoor GreatRoom Company™ is pleased to announce the newly updated Colonial collection gas firepit tables, featuring the new pub height. This collection features three different bases: chat height, dining height, and pub height—with three unique tops to mix and match. Each firepit table is UL listed for safety and made of durable (yet beautiful) materials. This collection is perfect for people who enjoy living their lives outdoors and want functional—yet attractive—products to let them do so. Contact: www.outdoorrooms.com. Circle Reader Service No. 147

Ariatta/Sea Mist (3895/0895) This beautiful new rug from the Covington collection is made of 100% fiber-enhanced Courtron™ polypropylene and features exquisite handhooked construction. Water resistant and mold/mildew resistant, it provides durable performance in frequently used spaces inside and outside the home. Its approximate pile height is 0.25 inches. Contact: www.couristan.com. Circle Reader Service No. 148

Antigua Patio Renaissance’s new Antigua collection (shown in the clove finish, with Sunbrella® Mainstreet wren and Branch birch fabrics) transforms outdoor settings into resortlike retreats. Crafted of durable, rugged, weather-resistant materials, these pieces will retain their good looks, year after year. Contact: www.patiorenaissance.com. Circle Reader Service No. 149

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Apex-CBT Catalytic Indoor Furnace The Apex-CBT is a revolution in central heating and is made by the experts in catalytic technology. Tested using the CSA-B415.1 method, the Apex-CBT produces a mere 3.3 grams per hour of emissions and is rated for efficiency levels of 87.2% (higher heating value) and 90.7% (lower heating value). The large, 5.7–cubic-foot firebox takes logs of up to 26 inches in length and can be used as an add-on furnace for an existing central-heating system—or as a stand-alone furnace, when used with the company’s VB1000 blower. Contact: (509) 522-2730 or www.blazeking.com. Circle Reader Service No. 150

Blossoming Onion Grill Rack Now, you can enjoy the famous bloomin’ onion in the comfort of your own backyard. The three-piece set includes an onion corer, a slicing guide, and a grilling rack. Grill your onion to perfection and enjoy it with your favorite healthy or indulgent dipping sauce. Three sauce recipes are included. Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com. Circle Reader Service No. 151

Exterus by Forshaw With Forshaw’s exclusive Exterus modular system, building a beautiful, custom outdoor kitchen couldn’t be easier—or more affordable. Exterus is lighter than traditional masonry kitchen framing, allowing you to place a kitchen in areas unable to support a masonry island. Lighter construction, however, does not compromise quality. The durable outdoor modular cabinets are constructed of 22-gauge, galvanized 60 steel framing and covered with ready-to-finish 0.5-inch PermaBase® for a strong and mildew-resistant barrier. Many kitchens using the Exterus modular system can be installed in just two days. Contact: (800) FORSHAW or www.forshaws.com. Circle Reader Service No. 152

NEW FOR 2015! THE RIO COLLECTION INNOVATIVE, FLOATING WICKER BUCKET SEAT IN ALUMINUM NEST VerandaClassics.com

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PRODUCT PROFILES Stone Mantels by Forshaw

Turnberry Contract Bench Introducing the Turnberry contract bench: It’s part of the Contract Bench collection—a new line of heavy-duty garden and park benches crafted from large-dimension, 100% Forest Stewardship Council®–certified roble heartwood timber. Contact: www.jensenleisurefurniture.com. Circle Reader Service No. 153

Forshaw offers the widest selection of beautifully crafted stone mantels at the best prices in the industry. The Arched Sebastion creates a beautiful stone look, making the ordinary extraordinary. It dramatically improves the appearance of any fireplace. An optional pedestal base supplies additional decorative flair. Contact: (800) FORSHAW or www.forshaws.com. Circle Reader Service No. 154

Galaxy Kamado Rocket The award-winning Galaxy Kamado Rocket: simply stated, it’s the most advanced cooking system in the world, the company says. Handmade in the United States using a key Galaxy composite, the finest stainless steel, and detailed tile finishes, it is an eye-catching engineering marvel that generates perfect, even, circulating heat. As a versatile grill, smoker, or oven, it uses any heat source you prefer. Science meets art, making food better—with less time, money, and effort. Contact: (702) 448-5600 or www.galaxyoutdoor.com. Circle Reader Service No. 155

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The H0tTest Indoor-Outdoor Lifestyle Products Come to Nashville in 2015. Our industry is growing fast, and the 2015 HPBExpo is tuning up to be the biggest show yet. Exhibitors are clamoring for booth space and the convenient Nashville location means your competition will be here, too. Register now … you can’t afford to miss the hottest event of the year.

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Barletta Cushion Unique saddle-stitched cushions are exclusive to Mallin’s Barletta collection. The streamlined profile—with extruded, wide arms and spacious deep seating—is a cool, contemporary classic. Sink yourself into a cushion that surrounds you in comfort. Contact: www.mallinfurniture.com. Circle Reader Service No. 156

Direct-Temp Direct-vent System Direct-Temp sets the standard in gas-appliance venting, with laser precision components that deliver reliable performance. The silicone fiberglass seal ensures joint integrity. Direct-Temp is accepted with most major brands of appliances. For a complete listing, visit the company’s website. Contact: www.selkirkcorp.com. Circle Reader Service No. 157

Barbecue Islands by Summerset Professional Grills Design your own outdoor space with Summerset’s barbecue islands, and begin making wonderful memories with friends and family. There are four different models to choose from with standard finish options of porcelain and stucco or upgraded finish options of granite and Ameristone™ (and full customization): Your dream outdoor space can become a reality. Built to last—with rust-resistant 1x1-inch, 60-gauge, MIG–welded steel construction frames and Trex® railing systems—Summerset islands include complete electrical systems. Contact: www.summersetgrills.com. Circle Reader Service No. 158

Valor’s L2 Linear Fireplace

The FIREVIEW

Wood Cookstove The Fireview is a high-efﬁciency, airtight, wood-burning cookstove that is perfect for home, cottage or camp. It serves as a high-output room heater, a cooking appliance and, with an optional water jacket, a source of hot water. For even

Inspired by the highly successful L1 series, the L2 linear fireplace provides a 50-inch widescreen display (10 inches wider than that of the L1 linear). High-quality surrounds in bronze, black, brushed nickel, and the company’s new GRC sandstone finishes frame spectacular flames and radiant warmth from within. Firebed options for the L2 include the Long Beach driftwood set and the Murano glass kit. Join living spaces seamlessly with Valor warmth, design, and reliable home comfort. Contact: www.valorfireplaces.com.

more cooking versatility add the optional gas side burners. Models also available in all-gas, all-electric or dual fuel.

Let us build one for you.

ElmiraStoveWorks.com

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September/October 2014 Patio & Hearth Products Report

PRODUCT PROFILES Modular-furniture Covers Treasure Garden introduces a revolutionary new way to cover modular outdoor furniture. For the first time in the market, innovative modular covers can protect individual furniture styles and can be joined together to create unlimited configurations. The result of an extensive research/development process, this new collection is designed to accommodate the growing trend in sectional and modular outdoor furnishings. Covers are available in colorful and easy-to-merchandise packaging. Six modular styles are available within the collection, including left and right ends and complementing middle, corner, wedge, and extension styles. Contact: (888) 821-8868 or www.treasuregarden.com.

Cooking Fun With the Happy Pizza Oven The Happy Pizza oven from Italy is a delightful cooking tool. This wood-burning pizza oven operates with high thermal efficiency and low greenhouse gases, making it an environmentally smart choice. The way it works is simply amazing. Once lit, the oven heats up to cooking temperature in just eight to 10 minutes, with a cooking time of two minutes per pizza. Available models are the Solo, Family, and Professional. Included are the oven, a removable door, a stainless-steel shelf, a flue pipe and chimney, a wood holder, fire tools, and a trolley base. Contact: www.wittus.com. Circle Reader Service No. 161

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Ascent 35

Napoleon introduces the new Ascent™ 35 direct-vent gas fireplace, the perfect design for a stunning, clean-faced look for almost any room in the home—and for builders wanting a fireplace that is convenient to install. Napoleon’s new Ascent series comes complete with Napoleon’s exclusive PHAZER® log set, which produces a beautiful display of Yellow Dancing Flames®. Contact: www.napoleonfireplaces.com. Circle Reader Service No. 162

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24-inch Drop-in Cooler: Model EOC24D

Firepit Additions

No backyard gathering is complete without ice-cold beverages. This fully insulated, premium-quality drop-in cooler from Twin Eagles accommodates up to 60 bottles and 25 pounds of ice. The insulated bin and lid (with a gasket seal) ensure that the contents stay cold. Contact: www.TwinEaglesBBQ.com.

Tropitone® now features smaller firepits that are beautiful and functional, and that coordinate with the company’s current product offerings. Most important, safety was designed into each model, which has been certified by an independent agency. The design allows for the combination of one of the Tropitone brand’s four most popular tabletop designs with a smaller, round base in multiple finishes. Each firepit is shipped fully assembled, with a burner system. Contact: www.tropitone.com.

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Monticello Patio Renaissance’s Monticello sectional (shown in the latte finish, with Sunbrella® Parker denim fabric) will transform your customer’s backyard into an elegant outdoor room. This durable, all-weather–wicker piece is just one of many stylish pieces composing the popular Monticello collection. Contact: www.patiorenaissance.com. Circle Reader Service No. 164

Patriot Direct-vent Fireplace Wildly popular in the 36-inch model and now available in a 42-inch version, the Patriot system from Majestic boasts an abundance of enviable features, yet remains highly functional and economical—and flexible enough to suit any space, design, or decor. Your customers will love the clean contemporary design—which, paired with a traditional log set or the sleek fireglass media, will add understated, affordable elegance to any room. Contact: www.majesticproducts.com. Circle Reader Service No. 168

Harmony Firepit Chat Enjoy the warm ambience around the 2015 Harmony gas firepit chat collection from Veranda Classics, with a drop-in porcelain-tile top and four aluminum C-spring cushioned lounge chairs: simple lines and perfect Harmony. Dedicated to simplifying the buying and selling process, Veranda Classics offers a variety of fabric options for Harmony. Contact www.VerandaClassics.com. Circle Reader Service No. 165

UltimateOne Chimney UltimateOne is a premium chimney line designed and manufactured with the ultimate in safety and high performance. This 1-inch chimney features the finest materials; commercial-grade insulation; and a tool-free, latch-style locking band. As the company says, get the best: Choose UltimateOne. Contact: www.selkirkcorp.com. Circle Reader Service No. 166

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PRODUCT PROFILES Artisan Firepit Table

24-inch Drop-in Sink: Model TEOS24

The Artisan fire table is a gorgeous table with a two-tone acid-washed concrete that makes each top unique. Manufactured in the United States, the base is made with an exterior-grade frame and stucco finish of the highest quality. Not only is the Artisan beautiful, but it includes a UL-listed Crystal Fire burner. It’s shown with optional glass guard and copper burner. Contact: www.outdoorrooms.com.

Enjoy the convenience of a large, commercial-quality sink in your outdoor kitchen with the new Twin Eagles 24-inch drop-in sink. The oversized basin accommodates large items, and the seamless welded construction enhances the beauty and durability of this outdoor-kitchen essential. Contact: www.TwinEaglesBBQ.com. Circle Reader Service No. 170

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Coronado Sunset West’s Coronado, wrapped with a driftwood resin wicker, is both casual and sophisticated in its appearance. Designed to offer true outdoor luxury seating, the top-selling Coronado takes on proportions and scale usually reserved for indoor upholstery. The styling of the collection is timeless and the comfort is unsurpassed; the only thing missing is the environment in which to place it. Contact: www.sunsetwestusa.com. Circle Reader Service No. 171

Firepits by Summerset Professional Grills Now, you can have all the warmth and comfort of your living room in your own backyard. All Summerset Professional firepits are constructed with rust-resistant 1x1-inch welded-steel framing. Firepits include installation lines; fireglass; a stainless-steel access door; and a high-quality, 140,000-Btu, 304 stainless-steel burner. They are available with porcelain or granite tops, with stucco or Ameristone™ finishes. Contact: www.summersetgrills.com. Circle Reader Service No. 172

Outdoor Rugs From Treasure Garden Treasure Garden’s outdoor-rug program is expanding with the addition of eight new designs. Encompassing geometrics and natural elements, the new rugs will be a continuation of Treasure Garden’s desire to provide accessories for the outdoor room that are durable and complementary to the company’s shade products. The rug program will now boast a total of 15 designs (each offered in two popular sizes). The rugs are produced exclusively for Treasure Garden of 100% UV–stable polypropylene and include a one-year warranty against fading. Contact: www.treasuregarden.com. Circle Reader Service No. 84

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New and Improved American Outdoor Grill RH Peterson’s American Outdoor Grill® (AOG) collection combines best-in-class quality and performance in a U.S.-made premium grill. The 2015 season brings even more to love about AOG: the AOG L series and the AOG T series. The L series features interior halogen lights and electronic push-button ignition on all sizes. The T series requires no power or batteries and features the new Rapid Light ignition system, which uses a turn-to-light piezo system to ignite the burners. Contact: (800) 332-3973 or www.rhpeterson.com. Circle Reader Service No. 174

Malibu Sling MGP Windward Design Group introduces the all-new Malibu sling collection to its marine-grade polymer (MGP) lineup. Malibu offers a full collection, with dining, bar, and balcony seating, as well as a chaise with the option of wheels for easy maneuvering. Select pieces are stackable, and both sling and padded-sling seating are available. All MGP collections are proudly made in the United States. Contact: www.windwarddesigngroup.com.

Rendezvous Club Beka Casting’s new Rendezvous Club collection, with a fire table, adds comfort and warmth to any outdoor setting. Sleek, modern lines with a hint of classic design will appeal to a variety of tastes. The propane-firepit coffee table adds the perfect ambience for gatherings with family and friends. Contact: (905) 669-4255 or www.bekacasting.com. Circle Reader Service No. 177

Sculptura by Woodard In 1956, Woodard produced an outdoor collection that by its very design—and through continued demand for it—took its rightful place among furniture’s iconic styles: Sculptura. With molded, woven wire as its framework, Sculptura moved the outdoor furnishings of the day from uninspired and utilitarian to sleek, modern, and technically advanced. When you were draped on a Sculptura chair, you became a little cooler, a bit sexier, and a bit more the “Mad Men” version of yourself. Fast-forward more than half a century, and Sculptura is still in demand. Because of this—coupled with the technical innovations that make today’s fine outdoor furnishings nearly indestructible, and with a Midcentury Modern style resurgence in full blossom—Woodard knew that it was time to reintroduce Sculptura’s enduring good looks to the world. Contact: www.woodard-furniture.com. Circle Reader Service No. 178

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DFS-550 Electric Stove The DFS-550 electric stove is the perfect size for heating small spaces (up to 400 square feet). It features metal construction and offers a realistic flame effect with a dimmer, and it will operate with or without heat. It’s offered in bright red or black. Contact: www.twinstarhome.com. Circle Reader Service No. 176

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PRODUCT PROFILES Melody Masterpiece Stained-glass Firepit The showpiece of the 2015 Melody collection from Veranda Classics is a cast-aluminum gas firepit, with a custom-designed Masterpiece stained-glass top. The gorgeous stained-glass design is hand-leaded, sandwiched between two layers of tempered glass, and then fired in a 400-degree oven to seal it completely against the weather. Veranda Classics is dedicated to simplifying the buying and selling process while offering unique, top-quality furniture and accessories. Contact www.VerandaClassics.com. Circle Reader Service No. 179

Real Fyre Direct-vent Insert With Mission Overlay

A Tall Order: The Heckla Cookstove A fantastic cookstove, the Heckla from Romotop (in the Czech Republic) is a well-designed kitchen addition. Clean burning and efficient, the Heckla wood-burning cookstove is a great choice. It measures 66 inches tall by 24 inches wide by 21 inches deep, with special features that include a three-point locking system; special spring handles that make ease of use possible and provide a compact look, with a drawer for storage underneath; an oven rack; a solid-tray rack; a baking stone; and a thermometer. This high-performance stove cooks and bakes food to perfection and heats the room, too. Contact: www.wittus.com.

Real Fyre® direct-vent insert products bring together the beauty and wood-fire realism that Real Fyre is known for with the convenience and efficiency of a modern gas heater. RH Peterson is continuing to enhance the line—offered in three sizes (25, 30, and 36 inches) and in both traditional log and modern glass looks—with a series of overlay screens for a customized direct-vent insert exterior design. The first to launch is the Mission overlay, which brings the popular and distinctive Mission style to the fireplace. Contact: (800) 332-3973 or www.rhpeterson.com.

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New Vermont Castings Wood-burning Stoves

Corsica Crescent Seating Create an intimate setting with Corsica cushion’s crescent pieces. The flexibility of a crescent-shaped sofa or love seat creates a unique outdoor environment, perfect for exciting conversations. Corsica cushion’s crescent pieces feature the Tropitone® brand’s exclusive RELAXplus® cushion system, providing the comfort and durability of indoor furniture, but designed for the demands of the outdoors. The cushions are available in any of Tropitone’s wide range of cushion fabrics. Contact: www.tropitone.com.

An elegant update to a classic, the new transition-style stoves from Vermont Castings make the beauty of enamel and the efficiency of wood appealing for all spaces. Cleaner lines and a broader viewing area add sophistication and simpler style to these highly efficient and timelessly beautiful wood-burning stoves, available in Defiant, Encore, and Intrepid II models. Contact: www.vermontcastings.com. Circle Reader Service No. 183

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Sloane Square Winston Furniture celebrates 40 years (1975–2015) with its new 2015 transitional-style collection, Sloane Square, featuring a wide, multidimensional aluminum extrusion. This complete collection includes high-back deep seating and dining pieces. Exceptional cushion tailoring incorporates a two-tier pillowback for soft, supportive comfort. Cushion welting offers coordinating fabric options for a custom finish. Sloane Square is also available in sling and woven-bucket versions. Contact: www.winstonfurniture.com. Circle Reader Service No. 184

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Montecito Sunset West’s top-selling Montecito collection is a comfortable, generously scaled group with a wonderful blend of cognac and tobacco hues. The rich color of the stock cushions complements the darker tones of the Montecito wicker, as well as the contrasting welts. The richness of the color of the weave and the texture of the resin itself command a premium, at the retail level. The commercial-grade frame and the progressive spring system provide the same seating geometry for someone who weighs 120 pounds as for someone who weighs 350 pounds. Contact: www.sunsetwestusa.com Circle Reader Service No. 185

Luna Dining Brickell Media Mantel (47MM4931-T406) With cool and contemporary styling, the Brickell media mantel includes a storage cabinet, with adjustable shelving behind touch-latch, smoked-glass doors, as well as a 47-inch infrared contemporary fireplace with a full-function remote control. There are also a touchscreen display, wire management, and customizable flame effects. Contact: www.twinstarhome.com.

A comprehensive collection perfect for stylish entertaining, Luna by Brown Jordan includes dining and lounge seating, as well as modular pieces that combine (in countless ways) to create intimate conversation areas or to seat large groups. Tables include a chat table, an occasional table, and a round dining table. The stunning Luna Sunport—a gracious and airy tête-à-tête piece—rounds out this richly versatile collection. Contact: www.brownjordan.com.

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Laguna Sling MGP Windward Design Group adds Laguna sling to its increasingly popular marine-grade polymer (MGP) product line. Laguna is a dining collection that is available in both sling and padded-sling styles and is part of Windward’s promotional program. All MGP collections are proudly made in the United States. Contact: www.windwarddesigngroup.com. Circle Reader Service No. 187

Vogue Bar Beka Casting’s new Vogue bar grouping is perfect for your next party. A modern, simple (yet functional) design complements any outdoor space. A built-in fire feature in the bar adds warmth for cooler weather ahead. Contact: (905) 669-4255 or www.bekacasting.com. Circle Reader Service No. 188

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AS I SEE IT

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debuting a 5T platinum frame finish that will be featured on all five of our AKZ cantilever umbrellas. The finish has a contemporary feel that will work particularly well with modern furniture. We introduced the new finish at the ICFA Preview Show™ in Chicago, Illinois, and it will be available for the 2015 season. We are also proud to introduce a new water-resistant modular-furniture cover that is unlike anything on the market right now. It consists of five separate cover options and an extension that can be customized to fit any size or any brand of modular furniture (using a unique waterproof zipper system). I know it’s going to be a big hit with dealers and customers.

The AG28-09 11-foot Octagon Cantilever, in 5438 buttercup, with a 7-foot 10-inch by 10-foot Lattice–silver and charcoal rug

makes every part of our umbrellas (except the nuts and bolts and the fabric). This means we can control the quality at every stage of the production process.

What are the current shade trends? Dorough: One of the big trends is the cantilever umbrella category. Once people see how a cantilever functions, they fall in love. We have dealers who put one of our large cantilevers inside the front entrances of their stores so people have to walk under it to enter their

LAST WORD

showrooms. It immediately draws attention and interest to the (nearly $2,000 MSRP) umbrella. One of our dealers, Leisure Living (Salt Lake City, Utah), capitalizes on the drama of cantilevers by lining up a number of 13-foot AKZ styles in front of the store. It’s an impressive rainbow of color that highlights the fashion aspect of the umbrellas.

Which new Treasure Garden products are the most exciting? Dorough: People want larger shade,

Dorough: The future’s so bright, we have to wear shades. Seriously, though, shade is a business with staying power. When I started, 18 years ago, it was a commodity business, but not anymore. There is no future, if dealers sell based on price—it’s just a race to the bottom. Our dealers prosper, year after year, because we support them with merchandising tools, our innovative Design Studio, and the Team TG portal. Treasure Garden has created a fashion-accessory business (with great products) that is a solid profit center.

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“They will reduce the amount of worry you may have about having a new heating appliance put into your customer’s residence. I don’t think enough credit is given to those hearth professionals, because I’ve seen them install systems flawlessly and do it right the first time.”

LISTENING TO CUSTOMERS Venting is the largely unseen (yet crucial) element of the hearth industry. If something can be improved, Spellman hears about it—and more important, he wants to hear about it. “Feedback makes me optimistic because it shows there is still a market out there,” Spellman says. “It shows that people still care. It proves to me that we should still devote resources to coming up with new and better products. I fear the day our customers 88

so we are giving it to them. Treasure Garden will introduce an 11.5-foot square AKZ this year (in addition to our popular 10-foot model) that is ideal to shade modular-furniture sets. It has a black frame that looks striking with a charcoal, white, or red canopy that complements the look of modern furniture designs. We are also introducing an impressive 10x13 foot rectangular AKZ that is designed to put over a large, high-end dining table with eight to 12 chairs. This means every single person at the table can enjoy the comfort of shade. Besides the two new sizes, we are

What do you think the future holds?

stop giving feedback and there are no suggestions on how we can improve. I’m optimistic that we can continue to evolve—not just as a vent manufacturer, but as a whole industry—to meet the needs of all hearth professionals better.” Loyal customers continue to fuel Selkirk’s optimism, and lately, the company’s all-fuel chimney has done particularly well (in a product lineup that has yielded strong results across the board). “We have comparable direct-vent, pellet-vent, stovepipe, and chimney-liner offerings—all of the areas you would normally use if you went to a hearth shop,” Spellman says. “We have many different chimney lines to satisfy a vast array of UL standards and applications in both the United States and Canada. Selkirk continues to strive to build complete product lines that feature the fittings, supports, and accessories that make all instal-

Patio & Hearth Products Report September/October 2014

lations as easy as possible.” Ultimately, Spellman believes, hearth shops unfamiliar with Selkirk (but interested in high-quality, installer-friendly products) should look into the company’s offerings. “I realize I’m biased,” he says, “but considering Selkirk’s track record and long history of providing superb service—and the fact that we can satisfy every need for a product a hearth shop would have, from a venting standpoint—I’m not sure why a dealer would hesitate.” Spellman adds, “It doesn’t hurt to dig into Selkirk and review our product offerings. Talk to some of our existing dealers, and see how we’ve performed for them. We believe that if potential customers do their due diligence, they will understand why our products are designed the way they are—and why we are a reliable partner.”

INDUSTRYNEWS

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We look forward to the contribution of her enthusiasm and passion to the growth of our brand.”

Brown Jordan International Acquires Tropitone Brown Jordan International has acquired the outstanding equity interests of Tropitone Furniture Company Inc. This transaction combines two leading providers of outdoor/casual furniture into a company generating consolidated net sales of nearly $400 million. The combined company will be headquartered in St. Augustine, Florida, and will maintain manufacturing, design, and administrative operations in six states in the United States, as well as in Juarez, Mexico. Gene Moriarty, Brown Jordan’s president and CEO, says, “We have long admired Tropitone’s capabilities in the hospitality and specialty retail sectors and are excited about the opportunity to leverage the strengths of our complementary customer relationships, product lines, and production and sourcing capabilities.” Cap Hendrix, Tropitone’s CEO, adds, “ The combination of Tropitone and Brown Jordan brings together the two industry leaders with strengths that are entirely complementary to one another. Under Gene Moriarty, the combination creates the foundation of a brilliant future for both companies.” Wayne Teetsel, Brown Jordan board member and representative of the largest shareholder, Stonehill Capital Management, says, “The transaction represents a new stage of Brown Jordan’s evolution, solidifying its position as a leading casual-furniture provider while positioning the company for further growth. Gene Moriarty led Brown Jordan through the financial crisis and has positioned the company to capitalize on market opportunities, such as this transaction.” Teetsel adds that the company retains the flexibility needed to pursue additional merger/acquisition initiatives. This transaction marks a year of celebration for both companies: Brown Jordan’s flagship brand is preparing for its 70th anniversary, and Tropitone has enjoyed 60 years of business.

OW Lee Named Manufacturer of the Year by ICFA OW Lee was named Manufacturer of the Year by the International Casual Furnishings Association (ICFA) during the 2014 ICFA awards gala at the Chicago International Casual Furniture & Accessories Market™. OW Lee was one of 10 finalists selected through an online vote of ICFA’s retail, designer, and supplier members. One manufacturer was honored in each of 10 categories for the overall design and quality of its products, along with its merchandising, customer service, ethics, communications, and trade relations. The 10 category winners are • Alfresco Home, complementary casual products; • Gensun Casual Living, cast metal; • Jensen Leisure Furniture, wood casual; • OW Lee, wrought iron/aluminum; • Patio Renaissance, rattan/wicker/woven materials; • Seaside Casual Furniture, resin/fiberglass; • Summer Classics, outdoor lighting; • Trans Ocean Import Company, outdoor carpeting/rugs/flooring, • Treasure Garden, shade products; and • Tropitone Furniture, tubular-materials furniture.

ICFA Announces Design Excellence Category Winners Eleven manufacturers of outdoor home furnishings and accessories were recognized for their outstanding product designs by the International Casual Furnishings Association (ICFA). From among these category winners in ICFA’s Design Excellence competition, Mamagreen’s Natun sun lounger was honored with the Lillian B. Winchester Best of Show Award. This award was announced at the annual awards gala, held in September at the Field Museum in Chicago, Illinois. Design Excellence Award category winners include • chaise: Mamagreen’s Natun sun lounger; • complementary casual product: the

Janus et Cie Vino cocktail table; • dining bar chair: Barlow Tyrie’s Monterey teak and rope chair; • dining bar table: the Barlow Tyrie Equinox ceramic-top extending table; • fabric: Glen Raven’s Sunbrella® Glitz silver; • heating/firepit: the Pride Family Brands 40-inch firepit and coffee table; • lounge seating (with cushion): Mamagreen’s TWZT upholstery accent armchair; • lounge seating (without cushion): the Koverton Farfalla lounge chair; • rugs and flooring: Couristan’s Ariatta/navy, from the Covington collection; • outdoor lighting: the Patio Living Concepts Versailles floor lamp; and • shade: TUCCI’s Vineyard shade pod. Entrants for the Design Excellence competition must be exhibitors at the Chicago International Casual Furniture & Accessories Market ™. Eligible designs have been introduced in the marketplace within the previous year and must represent exceptional design innovation and technical product innovation in the category.

container and welcomes both online and brick-and-mortar businesses. The company’s nine new collections were created by its new U.S. design team, led by award-winning designer Robert Taunton. Feedback from retailers for this diverse lineup (which includes 100% all-weather wicker, cast aluminum, and mixed media) has been very positive. New stone tables in marble, a stained-glass firepit, and teak finishes on cast aluminum are making a strong impression on retailers. Foremost Groups defines a quarter-century of success. Veranda Classics, the specialty retail brand, is just one of four luxury brands that make up the outdoor division of Foremost. Foremost’s worldwide resources and 25 years of hands-on solutions make it possible for Veranda Classics to meet the needs of any specialty retailer, no matter how large. For more information, visit VerandaClassics.com, or contact Neil Streitfeld at (561) 704-1964 or NStreitfeld@foremostgroups.com.

Veranda Classics Names Winner of Cruise Giveaway

Dimplex North America recently announced the retirement of Kristine Rose, vice president of sales, furniture and specialty, following an eight-year run with Dimplex and a long career in the furniture industry. This news was followed by the promotion of Adam Klein to the position of vice president, U.S. independent retail. Klein has been with Dimplex for over a decade, most recently as director of U.S. sales, and is known throughout the industry as a dedicated tradesman—establishing strong customer relationships built on trust, exceptional service, and responsiveness. “Our goal is to continue to grow our U.S. business through profiling, targeting, planning, and executing multifaceted sales and marketing programs within this highly competitive market,” Klein says. Klein and members of his sales force (as well as featured Dimplex designs) will be at the upcoming High Point Market this fall.

Jennifer McQuaid, buyer for Watson’s Fireplace and Patio (Lutherville, Maryland), is the winner of the four-day Royal Caribbean cruise gift certificate awarded by Veranda Classics to promote the company’s sweeping plans for 2015. Retailers were able to register online at VerandaClassics.com and at the Veranda Classics showroom at the ICFA Preview Show™ in Chicago, Illinois. Neil Streitfeld, national sales manager for Veranda Classics by Foremost, says, “She is very excited. Jennifer said she has never won anything before . . . We are happy to provide that excitement to one of our valued customers.” Watson’s can be found online at watsonsfireplaceandpatio.net and has been in the outdoor-furniture industry for more than 50 years. Veranda Classics specifically targets large specialty retailers that order by

Dimplex North America Announces the Promotion of Adam Klein to Vice President of Sales

September/October 2014 Patio & Hearth Products Report

ADVERTISER INDEX Advertiser

PRODUCT PROFILES DIRECTORY Phone

Website

Page

Company

Page

AEI ............................................................(949) 474-3070 ..............www.aeicorporation.com ..............................11

AEI ................................................................................................................64, 72

Agio ..........................................................(888) 997-7623 ..............www.agio-usa.com..........................................5

Agio................................................................................................................72, 76

Beka Casting ............................................(905) 669-4255 ..............www.bekacasting.com ..................................61

Beka Casting..................................................................................................85, 87

Big Green Egg ..........................................(770) 938-9394 ..............www.biggreenegg.com ................................44

Big Green Egg................................................................................................66, 73

Blaze King ................................................(509) 522-2730 ..............www.blazeking.com ......................................51

Blaze King ......................................................................................................72, 79

Brown Jordan Outdoor Kitchens ..............(855) 839-5063 ..............www.brownjordanoutdoorkitchens.com ........22

Brown Jordan ......................................................................................................87

Cal Flame/Cal Spas ..................................(800) CAL-SPAS..............www.calflamebbq.com....................................9

Brown Jordan Outdoor Kitchens/Danver ........................................................64, 74

California Outdoor Concepts ....................(877) 274-6773 ..............www.californiaoutdoorconcepts.com ............25

Cal Flame/Cal Spas........................................................................................66, 68

The Companion Group ............................(800) 521-0505 ..............www.companion-group.com ........................15

California Outdoor Concepts ..........................................................................62, 66

Couristan ..................................................(800) 223-6186 ..............www.couristan.com ......................................65

The Companion Group ..................................................................................62, 79

DCS by Fisher & Paykel ............................(888) 936-7872 ..............www.dcsappliances.com ..............................33

Couristan........................................................................................................70, 78

Delta Heat/Twin Eagles ............................(800) 789-2206 ..............www.deltaheat.com ......................................35

DCS by Fisher & Paykel..................................................................................66, 70

Elmira Stove Works ..................................(800) 295-8498 ..............www.elmirastoveworks.com..........................81

Elmira Stove Works ........................................................................................68, 72

Empire Comfort Systems ..........................(800) 851-3153 ..............www.empirecomfort.com ..............................31 European Home........................................(781) 324-8383 ..............www.europeanhome.com ............................47 Forshaw/Exterus ......................................(800) FORSHAW ............www.forshaws.com ......................................87 Galaxy Outdoor ........................................(702) 448-5600 ..............www.galaxyoutdoor.com ..............................19 Gensun Casual Living ..............................(866) 964-4468 ..............www.gensuncasual.com ..............................13 Glen Raven/Sunbrella................................(336) 221-2211 ..............www.sunbrella.com ......................................49 Glen Raven/Sunbrella/Rain........................(336) 221-2211 ..............www.trade.sunbrella.com/rain ........................3 Gold Eagle/303 Products..........................(800) 367-3245 ..............www.303products.com ................................38 The HammockSource ..............................(800) 334-1078 ..............www.thehammocksource.com......................83 Hanley Wood ............................................(866) 490-3097 ..............www.poolspapatio.com ................................77

Empire Comfort Systems................................................................................68, 74 European Home ............................................................................................62, 72 Forshaw/Exterus ............................................................................................79, 80 Galaxy Outdoor ..............................................................................................78, 80 Gensun Casual Living ....................................................................................64, 70 Glen Raven/Sunbrella ..........................................................................................68 Glen Raven/Sunbrella/Rain ..................................................................................62 Gold Eagle/303 Products ..............................................................................74, 76 The HammockSource ....................................................................................66, 73 Hargrove Manufacturing ................................................................................66, 74 Hearth & Home Technologies ........................................................................64, 74

Hargrove Manufacturing............................(800) 725-4166 ..............www.hargrovegaslogs.com ..........................82 Homecrest......................................................................................................64, 75 Hearth & Home Technologies....................(800) 669-4328 ..............www.myhht.com ..........................................92 Hearth, Patio & Barbecue Association ......(703) 522-0086 ..............www.hpbexpo.com ......................................80 Homecrest ................................................(877) 599-4803 ..............www.homecrest.com ....................................73 Infratech ....................................................(800) 421-9455 ..............www.infratech-usa.com ................................57 Innovative Hearth Products ......................(800) 655-2008 ..............www.astria.us.com ........................................12 Jensen Leisure Furniture ..........................(800) 403-0403 ..............www.jensenleisurefurniture.com ....................50 Mallin Casual ............................................(800) 251-6537 ..............www.mallinfurniture.com ..............................45 Miles Industries/Valor Fireplaces................(800) 468-2567 ..............www.valorfireplaces.com ..............................55 MLW Stone ..............................................(800) 477-7665 ..............www.mlwstone.com......................................84

Infratech ........................................................................................................74, 76 Innovative Hearth Products ............................................................................62, 76 Jensen Leisure Furniture ................................................................................76, 80 Mallin Casual ..................................................................................................76, 81 Miles Industries/Valor Fireplaces ....................................................................73, 81 MLW Stone ..........................................................................................................70 Napoleon Products ........................................................................................78, 82 NorthCape......................................................................................................64, 68 Onward Manufacturing ..................................................................................68, 78

Napoleon Products ..................................(800) 461-5581 ..............www.napoleonproducts.com ..........................7

The Outdoor GreatRoom Company................................................................78, 84

NorthCape ................................................(708) 563-2890 ..............www.northcapeinternational.com ..................27

OW Lee..........................................................................................................62, 75

Onward Manufacturing..............................(800) 245-5138 ..............www.broilkingbbq.com..................................23

Patio Renaissance..........................................................................................78, 83

The Outdoor GreatRoom Company..........(866) 303-4028 ..............www.outdoorrooms.com ..............................69

RH Peterson ..................................................................................................85, 86

OW Lee ....................................................(800) 776-9533 ..............www.owlee.com..............................................2

Selkirk Corp. ..................................................................................................81, 83

Patio Renaissance ....................................(866) 698-5673 ..............www.patiorenaissance.com ..........................53

Summerset Professional Grills ........................................................................81, 84

RH Peterson ............................................(800) 332-3973 ..............www.rhpeterson.com ....................................75

Sunset West ..................................................................................................84, 87

Selkirk Corp. ............................................(800) 992-8368 ..............www.selkirkcorp.com ....................................91

Supreme Fireplace ..................................................................................70, 72, 75

Summerset Professional Grills ..................(800) 966-8126 ..............www.summersetgrills.com ............................21

Treasure Garden ............................................................................................82, 84

Sunset West..............................................(760) 599-1021 ..............www.sunsetwestusa.com..............................71

Tropitone ........................................................................................................83, 86

Supreme Fireplace ....................................(877) 593-4722 ..............www.supremem.com ....................................43

Twin Eagles/Delta Heat ..................................................................................83, 84

Treasure Garden........................................(888) 821-8868 ..............www.treasuregarden.com ............................41

Twin-Star/ClassicFlame ..................................................................................85, 87

Tropitone ..................................................(949) 951-2010 ..............www.tropitone.com ......................................39

Veranda Classics by Foremost ......................................................................83, 86

Twin-Star/ClassicFlame ............................(866) 661-1218 ..............www.twinstarhome.com................................67

Vermont Castings Group ................................................................................83, 86

Veranda Classics by Foremost..................(800) 443-1410 ..............www.foremostgroups.com ............................79

Windward Design Group ................................................................................85, 87

Vermont Castings Group ..........................(800) 867-0454 ..............www.vermontcastings.com ..........................29

Winston ................................................................................................................86

Windward Design Group ..........................(941) 359-0890 ..............www.windwarddesigngroup.com ..................63

Wittus ............................................................................................................82, 86

Wittus........................................................(914) 764-5679 ..............www.wittus.com............................................85

Woodard ..............................................................................................................85

Patio & Hearth Products Report (ISSN 1939-6929) is published bimonthly by Peninsula Media, 21250 Hawthorne Blvd., Suite 700, Torrance, CA 90503. US Postage Paid at Lebanon Junction, KY 40150. September/October 2014, Vol. 9, No. 5 ÂŠ 2014 Peninsula Media. All rights reserved. No part of this publication may be reproduced in any form without written permission from the publisher. POSTMASTER: Send address changes to Peninsula Media, 21250 Hawthorne Blvd., Suite 700, Torrance, CA 90503-5514, patioandhearth@halldata.com, phone: (847) 763-9261. While the publishers have made every effort to ensure the accuracy of the materials presented in Patio & Hearth Products Report, they are not responsible for the correctness of the information and/or opinions expressed.

Patio & Hearth Products Report September/October 2014

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